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How to Conduct Research for Customer Journey Mapping

Summary: When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.

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How to Conduct Research for Customer Journey-Mapping

When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.

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Kate Kaplan is Insights Architect at Nielsen Norman Group. She specializes in the application of human-centered design and research practices to enterprise UX challenges.

Prior to joining NN/g, Kate was VP of Strategy at the digital marketing agency Centerline Digital, where she led a cross-disciplinary team of UX designers, content strategists and digital marketers in solving complex problems for high-technology B2B organizations, such as IBM, GE and National Instruments.

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