How to Conduct Research for Your New Customer Journey Project?

Customer Journey Project

Whether you’re starting a new customer journey project from scratch or looking to improve on an existing one, conducting research is essential. But where do you start? And what should you be looking for? In this post, we’ll walk you through the research process and give you some tips on how to get the most out of your data. Let’s get started!

The necessity of research in a customer journey project 

There are many reasons why conducting customer research is essential for new customer journey projects. 

  • First, customer research helps to identify the needs and wants of your target audience. This information is essential for developing a customer journey that meets the needs of your customers. 
  • Second, customer research helps to understand the behaviour of your target audience. This information is essential for developing a customer journey that is easy to use and navigate. 
  • Third, customer research helps to identify the pain points of your target audience. This information is essential for developing a customer journey that alleviates pain points and provides a positive experience. 
  • Finally, customer research helps to understand the competition. This information is essential for developing a customer journey that differentiates your business from your competitors. Conducting customer research is vital for new customer journey projects because it provides insights that are essential for development and success.

How to start the research process?

Qualitative research 

Conducting qualitative research is an important step in any customer journey mapping. This process involves gathering detailed feedback from customers and potential customers about their experiences, needs, and preferences. By understanding what customers are looking for, companies can tailor their marketing efforts to better align with their needs and desires. Furthermore, this feedback can help businesses identify areas for improvement or new opportunities for growth.

To carry out a successful qualitative research study, it is essential to develop an effective research plan that prioritises key questions and includes clear methods of data collection. Interviews, focus groups, and surveys can be used to gather information from different segments of the target population, while market intelligence tools such as social media analytics can also provide valuable insights into customer behaviour. 

Finally, it is important to review and analyse the data carefully in order to make well-informed decisions based on the insights provided by qualitative research. Overall, conducting qualitative research is an essential step toward understanding your target market and improving your overall customer experience.

Quantitative research

Before starting any customer journey project, it’s important to first understand the needs and wants of your target market. The best way to do this is through quantitative research. This type of research involves surveying a large group of people in order to gather data that can be analysed statistically. This data can then be used to identify trends and patterns in customer behaviour. 

By understanding the customer journey, you can make more informed decisions about how to improve the overall experience. In addition, quantitative research can also help you to assess the impact of changes that you make to the customer journey. With this information in hand, you can be confident that you are making decisions that will improve the customer experience.


To ensure that your new customer journey project is successful, it is essential to conduct NPS and CSAT surveys. NPS, or Net Promoter Score, measures customer satisfaction and loyalty. It is a valuable metric for gauging whether customers are likely to recommend your product or service to others. CSAT, or Customer Satisfaction Score, assesses customer satisfaction with specific aspects of your product or service. 

By conducting both NPS and CSAT surveys, you will be able to identify areas of improvement and take steps to ensure that your project meets customer expectations. Additionally, regular surveying will help you track progress over time and make necessary adjustments to keep your project on track.

To sum up:

Congratulations on starting a new customer journey project! The research process can seem daunting, but it’s important to take the time to get it right. By following these steps and using the resources we’ve provided, you’ll be well on your way to understanding your customers and developing an effective customer journey map. Are there any other resources or tips you would add? 

Summary: The first step in conducting customer journey research is to gather information about your customers. This begins with creating customer personas, which are fictional representations of your target audience that include demographic and psychographic data. You can create these personas by studying your current customers or using market research data.  Once you have a good understanding of who your customers are, you need to determine their needs and wants. This can be done through surveys, interviews, focus groups, and other forms of qualitative research.