Forward-thinking companies are increasingly turning to online qualitative approaches in order to build better products, create better consumer experiences, and launch more successful marketing campaigns. But what is driving that change?
Most marketing and innovation teams today care deeply about capturing the customer journey - whether they think in terms of competitive analysis, customer experience, path to purchase or product testing. Understanding the customer journey—including the context behind their decisions—helps companies improve their success in many areas including entering new markets, identifying new product innovations, updating brand positioning, identifying retail opportunities, improving customer or user experiences and even responding to competition or market changes.
Historically, brand managers have needed to rely on expensive and time-consuming research methodologies to make informed decisions. Thanks to agile, iterative insights, that’s all changing.