B2B Consumer Journey Mapping

A global B2B manufacturer of disposables and dispensers across business categories wanted to identify opportunities to better position its products and support its sales teams and distribution partners. W5 designed a comprehensive research solution to understand the journey of the client’s customers—a niche audience of business decision makers.

APPROACH

W5 developed an iterative approach, with high-touch recruiting, to ensure efficient and informed discussions with business decision makers across four industry verticals. Before speaking to consumers, W5 conducted interviews with internal stakeholders to understand the broad contours of the consumer landscape, and developed an initial hypothetical journey map. With these findings, W5 designed and moderated interactive Digital Diaries with decision makers to explore and probe their perceptions and experiences in the consumer journey. Following these discussions, In-Depth Telephone Interviews connected W5 moderators with business decision makers in intimate conversations to supplement the Digital Diaries.

RESULTS

W5 delivered a Final Report and Journey Map featuring touchpoints, motivations, triggers, emotions, information gathering, and pain points. W5 holistically analyzed the journey to delineate its individual stages to determine what business decision makers were feeling, thinking, and doing during each stage. Recommendations around the subconscious effect of brands helped the client understand what motivates shoppers along their journey and how to activate against those motivations.