We needed to get a complex view
: a system of rational and emotional factors which affect how people make their decisions
and an explanation of underlying causes.
in-depth interviews to explore respondents' real experience
and factors that affected their choice.
The interview questions were focused on all aspects of the customer journey, including the initial idea, selecting agencies, inquiries, evaluation, actual cooperation, decisions, personal emotional experience, and hopes and fears at each of these stages.
Further, we analyzed the data using the Kano Model
and Alexander Osterwalder's Value Proposition Canvas
going through the following stages:
- revealing insights – unobvious statements about customers' behavior or motivations
- studying gains / pains / jobs – respondents' notices about what contributes to their happiness in the process of ordering services, cooperation with an agency, and using the results
- defining customers' quality criteria – the breakdown of customer's understanding of "quality" of a product/service
- revealing customers' needs, splitting them into personal needs and business needs.
This methodology let us discover respondents' previous experience fully, including all the unexpected motives, which could be hidden for customers themselves
That data gives FEDORIV a sufficient basis to provide their future customers with the best experience possible.