Understanding how consumers use their products is key to understanding how to make the experience better. However, the more elapsed time since usage, the less accurate the information will be.
To more accurately measure the experience, consumers are asked to use a product during the survey. A combination of open-ended and closed-ended questions, along with respondent-captured media, reveals the most relevant aspects of the experience.
Our Pathfinder Text Science parses verbatim responses to unveil the themes behind the product experience. We then combine the qualitative and quantitative data to define Driver Pathways.
The results include an Experience Index that depicts share of usage occasions, drivers of those usage decisions, and how the verbatims link to those drivers. Additionally, we generate a set of hypotheses for further inquiry and the potential discovery of category and product-level whitespace.