What does the customer journey of my target group look like?

With our focus on relevance, we ensure that you receive precisely the insights you need to fully understand your target audience. We translate these insights into actions that contribute to tangible results for your organization.

We also believe in building strong relationships, both between you and your customers and in our collaboration with you. Read here how we will help you gain strategic insights.

Strategic insights into the customer journey through customer journey research

Promoting and positioning your product in the right way is essential to being found and considered by your target audience. To understand how (potential) customers orient themselves to products in your category and how they then proceed to purchase, insight into the customer journey is desirable. A customer journey study helps you understand consumer choices and allows you to adjust your strategy accordingly.

“The research was very well conducted. Not only did we receive the results, Markteffect hosted a Next Step Session afterwards: a workshop in which they took us through the findings and provided us with tools to help us move forward. A pragmatic market research agency that thinks along with us about our developments. Definitely a pleasant collaboration, with a personal approach.”
Rob van Arnhem & Harriet van Wijngaarden, Timing Employment Agency

Conducting customer journey research

How is a customer journey study conducted?

A customer journey study can be conducted in various ways. The exact approach and method will therefore be determined by your specific issue. Various methods can be used within qualitative and quantitative research. Qualitative research is used to gain insights into the how and why questions surrounding the customer journey. If the aim of the research is to be able to make representative statements about the entire target group, quantitative research is a better choice. Or a combination of both.

A customer journey consists of several phases, such as orientation, consideration, preference, and choice. In the first phase, you look for the different brands and providers available on the market and decide which providers you want to "shop" with. You then make a selection of potential providers and compare them in terms of content. Ultimately, one or a few providers remain, and you make your final choice. We map out these phases to the extent you desire.

We have access to an extensive consumer panel (B2C) and a large panel of participants from the business community (B2B). Of course, customer journey research can also be conducted based on your own customer base. We would be pleased to discuss the possibilities with you.

How does Markteffect make the customer journey unique?

We are happy to go one step further. The input from the customer journey is used to formulate propositions. The results from the research help to draw up a communication strategy and briefing for campaigns based on the formulated proposition and accelerators. We are happy to help you with this.

In addition, we can assist with the interpretation and implementation of the research results through the Markteffect Next Step Session. This is a strategic and interactive workshop in which we work together to explore how we can make this research actionable. Experience has shown that these sessions, which are organized with the internal project team, generate many new ideas and inspiration.

And when you look back at the results later, it's nice to be able to see the most important results in a single visual. That's why we've developed our own infographic, which can be filled in based on your research. Below is an example of such an infographic:

^{Image 1. Example infographic customer journey.}

What are the benefits of customer journey research?

The phases of the orientation and selection process are represented by means of customer journey mapping. This provides insight into the journey a customer takes based on the touch points with an organization and how these touch points are experienced by the consumer. Based on this, a priority matrix can be drawn up, showing the areas for improvement for the organization. For example, a distinction is made between the assessment and importance of certain aspects. To provide concrete tools for improvement, personas can also be created that focus on the needs and experiences of specific customers and target groups.

We believe it is important to ensure that you can make decisions based on the best and most relevant insights. That is why we are also happy to help you with interpretation and implementation by enriching the customer journey with proposition and concept development and testing.