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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 Nielsen Norman Group's Insights Architect. She specializes in the application of human-centered design and research practices to enterprise UX challenges. With over 15 years in UX, Kate has extensive experience in both conducting research and helping teams understand and apply user insights to overall business strategy.

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