The customer journey is a term used to describe the process by which consumers come into contact with a product, service, or brand—from becoming aware of it and developing interest to ultimately making a purchase or registering—as a journey.

By visualising and analysing this process, companies can optimise their marketing activities.

As the ways consumers obtain information have diversified (through social media, YouTube, and other channels), the purchasing process has become more complex, increasing the importance of the customer journey concept.

This document explains how to effectively incorporate and structure the customer journey to enhance the quality of qualitative research.