Editor’s note: This article was published in January 2021 and is preserved as a historical perspective. Its statistics and references to current conditions describe that period, not today.
It is no secret that nearly everything about the way we purchase for our homes and businesses has changed in response to COVID-19. Since March 2020, Russell Research has been conducting tracking studies to measure how life has been changing during the pandemic. Over time, we identified many first-time purchasing behaviors:
- 19% of all Americans used curbside pickup at a restaurant, 16% used curbside pickup at a grocery store, and 18% indicated they had contactless food delivery for the first time during the pandemic.
- 26% of Americans had a virtual medical/telemedicine appointment for the first time during the pandemic.
- 12% used curbside pickup at a retailer for the first time.
- 15% of Americans attended a virtual event, such as an online conference, for the first time during the pandemic.
Rebuild the Map From Current Evidence
First define whose journey is being mapped and which purchase is in scope. Bring together the people who hold different parts of the evidence, including sales, customer service, product, and marketing. Review what the organization already knows, note what is assumption rather than fact, and draft a journey that customer research can challenge.
Qualitative work can then examine triggers, use cases, language, and the role of digital and physical touchpoints. Quantitative research can measure which patterns are common and whether important customer groups take different paths. The finished map should show the moments and pain points the evidence supports, along with the team responsible for each change.
In January 2021, the uncomfortable questions were simpler than that old inventory: Which changes were temporary? Who had entered or left the category? Which digital and physical touchpoints mattered now? What could the organization change immediately? The crystal ball was not much help.
Three Pandemic-Era Journey Studies
- Home improvement. Online qualitative research with recent buyers and early-stage planners compared pre- and post-pandemic journeys. More research and purchasing moved online, increasing the need for clearer product comparisons and better information about delivery, returns, and installation.
- Nail care. Research examined who moved online during salon shutdowns, whether at-home routines would persist, and what returning salon customers would need. The findings informed plans for serving customers online and in salons.
- Consumer Electronics. The shift to working from home increased demand for products that made the experience easier. Without a store visit, however, buyers could not touch or try products before making a choice. Research mapped the new journey and examined how people evaluated tactile qualities during research and shortlisting, as well as how the return policy affected trial. The client provided more product information for comparing its offer with competitors, and a more lenient return policy increased confidence in purchasing.
These examples came from different categories, but each showed why a journey map built before a major disruption could no longer be taken for granted.
Explore Russell’s current approach to customer and purchase journey research.