Journal

Capture details about the customers’ experience through regular self-reporting

Cost

Low cost to set up and low cost to test with potential customers. The main cost is the time needed to find and recruit participants.

Timing

Set-up time is up to a week, primarily organising survey questions and recruiting. Runtime is typically 1-2 weeks.

Data strength

This test can reveal signals about customer value and channels to market. However, it is limited by the fact that often precludes purchasing.

Summary

This experiment is an exploration into the customer’s world, inviting them to share thoughts and feelings in specific contexts (e.g. in time, location or event).  By inviting them to do so at that point in time, the input is much more direct and theoretically more accurate than self-reports remembered at a later date (e.g. in a focus group).

The experiment is either driven through a dedicated mobile site/app or using a combination of scheduled communications and publicly available productivity or social media tools.  

Variations

  • Integrating surveys or interviews
  • Integrating with a service (e.g. concierge)
  • Build in photo or video capture
  • Combine with a competitor test
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