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
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…