Convergent Research Techniques in Customer Journey Mapping
Summary
Magic Lab does not believe that insight is owned solely by the insight team. We would like to share a case study of how we brought together four different functions to undertake a customer journey mapping and needs prioritization exercise. This work leveraged hybrid market research and user research methods, as well as the expertise of our community and behavioral analytics teams. For good measure it also gained understanding from democratizing the research process. We’d love to share what we learned about how to (and how not to!) bring teams together and empower non researchers to be involved.
Key Insights
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Insight functions like market research, user research, and data analytics are converging into a single holistic practice called convergent insight.
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Data-driven pressures in market research are making it more agile and methodologically similar to user research.
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Convergent insight is characterized by holistic design, methodological rigor, fused techniques, and strong customer centricity.
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Collaborative journey mapping enables users to co-create their journey through memory recall and group synthesis, combining market research and behavioral science.
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Using homework assignments with behavioral triggers helps participants vividly recall past experiences for better primary research.
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Collaborative focus groups employ timed exercises, power dynamics, and therapeutic techniques to unlock deeper, more accurate recollections.
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Despite initial skepticism, users’ memories can be reliably harnessed to recreate customer journeys when emotional footprints are strong.
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Collaborative journey mapping can be conducted quickly and cost-effectively, even with little pre-existing research data.
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Engaging stakeholders directly with users in co-creation helps build empathy and shared understanding across teams.
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Remote adaptation of collaborative journey mapping is possible but requires careful design to capture non-verbal cues and maintain participant engagement.
Notable Quotes
"Insight practices are just getting more established and are asking questions of higher strategic value, bringing disciplines closer together."
"Market researchers are turning to lean methodologies that feel very close to what user researchers do."
"Convergent insight sits at the very center of market research, user research, data analytics, and passive feedback."
"Collaborative journey mapping is about users building out their journey together in primary research using recall and market research techniques."
"We used behavioral science techniques like laddering and therapeutic research to vividly recreate users' memories."
"We found timed exercises and shifting power dynamics in groups helped trigger a different, less rational part of the brain."
"Despite my misgivings, users’ memories could be taken back in time with enough accuracy using these techniques."
"The project was scary and uncomfortable but has been totally worth it for faster, cheaper, and more customer-centric research."
"We focused on recruiting both users who had poor and good experiences to ensure breadth of insight."
"Remote collaborative journey mapping is possible but requires seeing participants’ hands and having a scribe to keep pace."
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