Live Event: Writing Discussion Guides for Customer Journey Research
January 13 @ 1:00 pm - 2:00 pm EST
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Format: How-To
Level: 2. For those with basic market research knowledge, typically 2-5 years in the field.
Topic: Customer journey projects using qualitative research methods require discussion guides that capture both emotional and behavioral nuances across touchpoints. This session shows how to design discussion flows that elicit deeper stories, reveal unmet needs, and connect experiences across stages. For researchers using qualitative research, learn question-writing techniques and journey-mapping tips to uncover deep narratives.
Learning Objectives:
- Write discussion guide questions that uncover context, motivations, emotions, and behaviors across journey phases.
- Structure discussion guides that flow naturally and build cumulative insight from pre-purchase to post-experience.
Instructor: Kathryn Korostoff