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# Journey Mapping Research

Journey mapping is the process of discovering and documenting how people complete a goal. Ensure your journey maps are based on research with SoundingBox.

Journey mapping is an important ingredient in your design strategy. It helps you conceptualize the challenges that people go through as they interact with the products and services you offer. Research can inform your journey map research by giving you insights into people's experience as they work through their journey.

SoundingBox supports two approaches to journey research.

  • Camera journeys help understand complex processes that may take place over multiple days or weeks.
  • Web journeys provide insight into how people use the web to research and make judgments about a given topic, product, or service.


Check out our journey map guide for an overview of journey maps in general, and why it's important to base them on research. See our strategic research templates for some examples of journey map study templates.

Journeys, like other SoundingBox studies, provide people with an activity (called a task) and ask people questions about their experience after they finish the activity. A journey, like all studies, can contain multiple tasks and questions.

# Examples of Journeys

Some examples of camera journeys include talking through their recent experience of:

  • Applying for a complex financial product such as a mortgage or life insurance
  • Shopping for and leasing a new car
  • Helping a young adult select a college to apply to

Some examples of web journey tests include:

  • Shopping for a high-ticket consumer product starting at Google and manufacturer sites
  • Booking a trip across a range of travel booking sites
  • Shopping online for supplemental prescription drug coverage

# Strategies for Crafting your Journey Study

Journeys get more interesting the more open-ended they are, although you can give people narrow tasks as well. It's important to give people a relatable scenario like: "Imagine you're in the market for a new car. Please show us how you would shop for it starting on Google, thinking out loud as you work."

One of the most interesting things journeys produce is videos of participants thinking aloud. For screen-based journeys, we record it all, no matter what site they are on.

# Journey Map Study Scope

In our Journey Map Guide we talk a bit about how to define your journey map scope. You can go broad or you can go narrow. Going narrow might allow you to focus on how people work through a particular task on your site or a competitor's site.

Whatever you choose, wide, narrow, or some combination of both, you're always going to learn something valuable with a journey study, simply because you're focusing attention on other people—people who, in our experience, often say and do what you don't expect. These unexpected events, in the form of quotes articulating questions will inform the direction a journey map takes, and make it far more authentic.

# Creating a Journey Map Study

  1. Create an account if you haven't already. There's no credit card required and you can go through the whole process of creating a study as part of your unlimited trial.
  2. Choose a journey study template: either camera or web.
  3. Customize the template to your needs.
  4. Create a set of screening questions, taking care to screen out who you don't want.
  5. Choose where you'd like to source your participants. Choose SoundingBox to have us take care of it for you, or choose to do it yourself.
  6. Tell us how many people you'd like to test. Optionally configure quotas for each screening group.
  7. Review your work and publish your study.
  8. Test your study out by clicking on Preview on the Manage and Launch page.
  9. When everything looks good click on Launch to send it out to participants.

# Analyzing Journey Data

It's time to put on your researcher hat and get ready to find the meaningful moments in your videos. SoundingBox makes this easy with various sorting and filtering options, but get ready to hear things you didn't expect. This is why backing your journey maps with real research is so important: basing journey maps on ideas your team already has might mean missing new deeper knowledge.

In particular creating lists of the following is a good start:

  • Common questions people voice about the process
  • Quotes about what people consider the most important part of the process
  • The length of time people say they'll take as well as how long they take
  • Voiced feelings about the process
  • Indications of the mindset that people are bringing to the process
  • Steps people take as they move through the process
  • Peak moments

# Verbatims

We always recommend asking a few open-ended text style questions in your journey map research. This will give people a chance to answer the questions you've thought of in their own words. These verbatims are a great source of journey map material since a key goal of journey maps is to get at people's thought processes, misgivings and feelings in their own words.

# Using Data Blocks

Analyzing your journey data can seem daunting at first, considering the quantity of data generated. The data you collect can help you jump to insights more quickly. Let's say you asked a question about the likelihood to buy. To get insights into the thought process and behavior of this segment, click on the data block for that measure. The responses will immediately sort to who is least likely to buy first. Click on it again, and it will sort to who is most likely to buy. Reviewing responses this way can help you get to insights faster.

# Filtering by Segment

Other forms of segmentation can also help with journeys. Perhaps as part of your screening you've put participants into separate groups. To filter responses by a group, you can use a filter, as well as click on a given segment in a data block.

# What Will You Create?

These are just a few ideas about how to conduct journey tests and what you can do with them. Researchers have been quite creative in thinking up ways to learn about their customers with SoundingBox journey map studies. We're excited to see what you make.