A customer journey study run once, filed away, and never revisited has a short shelf life. The website gets redesigned, pricing changes, a competitor launches something new, and within months, the “current” journey map is describing a business that no longer quite exists. Continuous testing …

Applying a B2C journey-testing playbook to a B2B buying process is one of the more common ways a study ends up producing findings that don’t hold up in practice. The two journeys differ in almost every structural way that matters for research design length, number …

A decade ago, testing a customer journey with facial coding or eye tracking meant bringing respondents into a physical lab, one at a time, with dedicated hardware and a research team on hand to run the session. That approach was accurate but slow, expensive, and …