Start: Qualitative Model

Do You Have?

Journey Scope Finalized

YES: Go to Journey Mapped

NO: Go to The Play

The Play

You have a decision to make. You can study a higher context journey (I do not mean conflating journeys together, as is the norm) while capturing a minimum number responses for each context. Alternatively, you can study a model that has been framed specifically for a context. Work with your stakeholder to determine specifically what questions you’re trying to answer with your research, and select a contextual scope that will best accommodate your research.

Use it to

Higher Context: Taking this approach you would collect a minimum number of survey responses from several contexts. This would allow you to look at customer needs from several contextual angles in a single study. The downside is that you wouldn’t have performance metrics that are specific to a context. Deeper Context: The optimal approach would be to narrow the scope to a specific context. Using this approach will elaborate a unique set of journey steps and performance metrics. This deeper analysis will result in less hesitance to take action because the data will be precise, and accurate.

NEXT: Go to Journey Mapped