Start: Qualitative Model

Do You Have?

Situational Factors Identified

YES: Go to Related Journeys Identified

NO: Go to The Play

The Play

Every study you do should include questions around the situation(s) faced by a respondent while on their journey. These can also be thought of as complexity factors. The goal is to understand the priority of their needs (success metrics) but these factors will help you to understand why one group struggles differently than another I’ve develop a fast and inexpensive way to identify situations factors for any journey in any context, if you prefer not to conduct time-consuming and expensive interviews.

Use it to

Once you have prioritized and/or segmented the success metrics you can use situational factors to develop a data-driven persona. These are real, not made up, representations that explain the why beyond a bunch of dots on a plot. While you may still need to go back an interview a few respondents within a priority group, or needs-based segment, this will help you to zero-in on what you need to know to craft a story that resonates, and develop a strategy for a group of customers that needs your help.

NEXT: Go to Related Journeys Identified