Building an experience that matters, both now and in the future
The best journey maps are produced from a customer perspective, not an organisation’s perception about what a customer experiences or wants. Observing and listening to customers, and ensuring we are doing so with a representative sample, gives us confidence we are capturing the objective customer experience.
To achieve this, Forethought has a team of highly skilled qualitative researchers and consultants who are experts in research design across complex and varied industries and environments. We deploy a range of techniques in various qualitative settings to build a robust view of your end-to-end customer journey.