Omnichannel: Everyone talks about it but where's the beef?

Generating meaningful data regarding customer channel selection and experience is typically full of bias and hypotheticals

Apr 03, 2023

∙ Paid

I was fortunate enough to be able to run a customer journey survey on a (conflated) JTBD in the retail industry, but I included some channel experience questions as dimensional data. Something I’ve noticed in what is considered to be leading edge marketing research is that they deal with hypotheticals like:

How likely are you to purchase [product] in the next 12 months?
If you were to purchase a [product]…would you prefer to do so on a website, or in a store?

I’ve already written a post on this subject but I’m still laughing about it 👇

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4 years ago · 10 likes · Mike Boysen

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