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GIM Customer Journey

Last exit "purchase decision"

Topic
Consumers’ decision processes that precede the purchase of products or services can be very complex, particularly in case of expensive products (like a new car for example) or if the services require comprehensive explanation (like in case of banks or insurances). Against the background of complex purchase decisions, experience and long-standing expertise are required in order to generate relevant research insights that can be implemented quickly. For this purpose, GIM offers an elaborate set of qualitative method modules, the GIM Customer Journey.

Areas of application
GIM Customer Journeys enable you to recreate the respective decision processes in a realistic way. A Customer Journey could typically include the following research questions:

  • How exactly do consumers search for information when a purchase is considered?
  • With who do they exchange information and opinions?
  • Who gives advice?
  • Which media are used and in what way?
  • Which drivers and barriers are there at each road fork in the decision process?

Customer Journey studies offer one great benefit: they promptly present you with actions that need to be taken with regard to your specific target group. The results from Customer Journey studies are usually very precise and practical, and required amendments that are identified quickly and clearly. This enables your company to inititate and imply measure without delay.

Toolbox 
Our GIM Customer Journeys exclusively comprise qualitative methods. We differentiate between two basic modules and several more complex techniques:

  • One-on-one interviews and group discussions (basic module)
  • Customer satisfaction interviews (basic module)
  • Ethnographic methods (participating observation)
  • Self-observation
  • Agent research
  • Simulation of consultations 

References