Consumer solutions
Uncover the hidden touchpoints that reveal the real customer journey, not just the one you planned for.
Customer journey research maps the full experience your customers have with your brand, product, or service, from first awareness through to purchase, loyalty, and beyond. By observing real behaviour at each touchpoint, you uncover not just what happens, but why.
The approach
Map the full experience your customers have with your brand, from first awareness through purchase, loyalty, and beyond, observing real behaviour at each touchpoint to learn not just what happens, but why.
01
Participants document their interactions with your brand via screen recordings, videos, photos, and voice notes as they happen, capturing real decisions, friction, and emotional responses at each stage of the journey.
02
Guide participants through specific journey stages such as a research phase, a consideration moment, or a post-purchase experience, and capture rich context at each step.
03
Track how customers move across channels, devices, and environments, building a complete picture of the end-to-end experience.
04
Follow the same participants over time to understand how perceptions, needs, and behaviours evolve across the full journey arc.
Why incling
A journey is not a single session. Capturing it in the moment, across channels and over time, shows where the experience really breaks down.
Traditional research
Relies on retrospective recall
Single-session snapshots
Misses cross-channel behaviour
Limited emotional depth
incling Online Communities
Captures experience in the moment
Tracks the full journey over time
Follows participants across all touchpoints
Rich emotional and contextual insight
Outcomes
A clear view of where the journey works, and where it quietly loses people.
The specific moments where customers disengage, hesitate, or abandon, and what is driving it.
The gaps in your current experience that customers have come to accept but would love to see solved.
The moments that create genuine satisfaction and turn customers into advocates.
How and why customers move between touchpoints, and where your experience breaks down.
HK Express could see where travellers abandoned the booking funnel, but not why. Three in-language communities across the UK, France, and Italy fed weekly design recommendations over six months, leaving a booking journey far better aligned with how travellers actually think.
Read the storyKeep exploring
Go beyond claimed actions and observe real behaviour in the moment. The gap between what people say and do is often where the most valuable insights live.
Go beyond the persona, understand the person. Customer profiles are only as powerful as the insight behind them.
Logic explains purchase drivers. Emotion explains purchase decisions and loyalty. Find out what really drives decision-making and keeps customers coming back.
Talk to the team about your research challenge and see how customer journey could work for your project.
