Story mapping

There are several methods for mapping these touchpoints. Sometimes qualitative research is used in the form of in-depth interviews, group discussions, or an online community. Story mapping combines qualitative and quantitative research.

Our story mapping methodology showcases our expertise by utilizing the most relevant data and insights. We then listen to your wishes and needs, resulting in concrete advice. In this way, we aim to build a good relationship with you and help you achieve an end product that truly benefits you.

Why do story mapping at Markteffect?

Our methodology has been continuously improved over the years through experience. By letting consumers speak for themselves, we are able to get even closer to the heart of what really matters, namely the emotions, feelings, or experiences consumers have had when researching or actually purchasing a product or category.

In the case of story mapping, respondents are asked at the beginning of an online questionnaire to describe how a particular purchase in your category came about. The focus is usually on the consumer's most recent purchase. Respondents are asked to tell their story in as much detail as possible, in narrative form, so that the research specialist can work with you to identify the most important touchpoints and insights. By asking the respondent to share their story in this way, right at the beginning of a questionnaire, they can share their findings in a comprehensive and unbiased manner.

The strength of this methodology lies in the fact that consumers feel they can share something that is truly important to them, which makes them feel heard. The stories help to better understand which elements play an important role in the orientation and purchasing process, for example.

Deepening your research

All stories are analyzed by our research specialists. This often supplements and deepens quantitative research, allowing for better explanation of the resulting findings. In addition to answering the desired research questions, it also provides insight into the pure emotions and feelings that play an important role in your category.