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How to conduct qualitative research for an experience mapping project

Book Description

What you'll learn—and how you can apply it

Diagrams of an experience—customer journey, experience maps, service blueprints, etc.—should be based on real-world research. Don’t just make the map up.

The bulk of insights included in your map of an experience will come from qualitative research—typically through interviews and observations of the experience you’re studying.

This lesson is for you because…

  • You’ll learn how to conduct qualitative research specifically for the purpose of creating a map of an experience. You’ll see that this involves rigorous and systematic analysis of the data collected.


  • Should be interested in mapping or have a mapping effort coming up

Materials or downloads needed

  • None

This Lesson is taken from Mapping Experiences by James Kalbach.