In short, it's a story.
When it comes to why people do what they do, there's almost always a story. Journey maps are about understanding and visualizing those stories.
For organizations and industries looking to stay connected with Gen Z, understanding this upcoming demographic's reliance on AI via multiple devices is not only fascinating; it's critical for future planning and strategy.
Consumers are telling you what they want. Are you listening? Social media provides one of the most organic and unfiltered methods for uncovering unmet needs and discovering opportunities to meet them.
Our goal as market researchers is to uncover the consumer motivations or truths that can then be turned into business outcomes through strategic decision-making by business professionals. However, we know that consumers’ perceptions, emotions, and behaviors don’t always align.