Customer journey research helps you identify those meaningful moments where customers engage with your brand. The goal is to inspire participants to tell richer stories about their purchase journey with Millennials, of course, being an especially crucial and fascinating target.
How? In a qualitative setting, researchers can use homework, group activities and projective techniques to get that rich data and feedback that, as corporate researchers, we all crave.
During this talk, attendees will learn practical methods and strategies for studying the path to purchase. We will also present findings from a recent study on Millennials shopping for insurance and financial products.
- How to apply projective exercises and homework assignments to get insights into the path-to-purchase
- Best practices for consumer homework assignments in qualitative research
- Insights on the Millennial path-to-purchase for insurance and financial products
- Approaches for richer, more creative presentation of customer journey insights
Learn practical methods and strategies for unraveling the mysteries of Millennials – and other customer groups – as they go about their path to purchase.