Start: Qualitative Model

Do You Have?

Emotional Journeys Identified

YES: Go to Social Journeys Identified

NO: Go to The Play

The Play

Identify a set of specific feelings that a customer wants to have, or avoid having, while on a specific journey with your brand. I’ve developed a way to generate these without having to interview customers, if you’re interested in getting this done fast and cheap.

Use it to

This will help you to put context to emotions. Too often, we being with these and try to determine what to do from there. Putting them in the context of a specific journey allows us to not only identify them and prioritize them, it allows us to understand how large the audience is that they relate to. Assuming everyone feels the same way is absurd.

NEXT: Go to Social Journeys Identified