Consumer solutions
Customer Journey
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.
(end-to-end journey diary)
The approach
How it works in practice
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
Diary-based touchpoint tracking
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
Task-based prompts
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
Multi-touchpoint observation
Track how customers move across channels, devices, and environments, building a complete picture of the end-to-end experience.
04
Longitudinal community engagement
Follow the same participants over time to understand how perceptions, needs, and behaviours evolve across the full journey arc.
Why incling
Why incling beats traditional research
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 | incling Online Communities |
|---|---|
| Relies on retrospective recall | Captures experience in the moment |
| Single-session snapshots | Tracks the full journey over time |
| Misses cross-channel behaviour | Follows participants across all touchpoints |
| Limited emotional depth | Rich emotional and contextual insight |
Outcomes
What you will uncover
A clear view of where the journey works, and where it quietly loses people.
Friction and drop-off
The specific moments where customers disengage, hesitate, or abandon, and what is driving it.
Unmet needs
The gaps in your current experience that customers have come to accept but would love to see solved.
Delight drivers
The moments that create genuine satisfaction and turn customers into advocates.
Channel behaviour
How and why customers move between touchpoints, and where your experience breaks down.
Success story
Optimising the Mobile Booking Purchase Journey for HK Express
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 full storyReady to see incling in action?
Talk to the team about your customer journey and see how journey research with incling could work.