RealityCheck Launches Journey Mapping Service HXi

Insights partnership RealityCheck Consulting has launched HXi, a new service for CX and decision journey mapping

HXi (Human Experience Insights) taps story elicitation techniques from psychology to explore people's experience of brands, track their decisions and identify key touchpoints; and its main uses are in CX initiatives, shopper experience exploration and home use testing.

The method, which is part of a suite also including 'Deep Story' foundational learning and 'Narrative Power' concept testing and optimization, uses story arcs to map the 'emotional flow' of the process from 'opening scene to climax to resolution' - these are then aggregated across different consumer segments to find insights. The firm says that unlike most journey maps this one does not 'presuppose that decision-making is a linear, step-by-step process', but understands the need for context, characters and emotion, as well as reflecting the author's values and beliefs. 'By asking consumers to recount decision journeys in story form, describing relevant moments as scenes or chapters, brands can learn not only the most relevant touchpoints throughout the experience, but also get the rich context and relevant meaning in which those touchpoints are embedded'.

According to co-founder Jim White (pictured), mapping customer decision journeys has become 'an important part of the foundational market research for most brands'; and the new approach provides 'a simpler, more agile and more meaningful way to understand the customer journey'.

With offices in Sydney, London, Sao Paolo and ten US cities, RealityCheck is online at www.realitycheckinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.