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 …

A pain point that never becomes a support ticket, a complaint, or a churned account is still a pain point it’s just an invisible one. Customers rarely report every moment of friction they experience; most simply hesitate, work around the problem, or quietly disengage without …