£10,000 worth of customer insight for less than £1,000

Find out how AI is democratising the audience journey mapping process

Audience journey mapping

Today, understanding your audience is even more critical than ever. But we need to go beyond simplistic personas to gain a deep understanding of our audiences, the jobs they need to get done and the journeys they are on.

Before AI, user experience experts Nielson Norman estimated that mapping a single audience journey would require 70-80 hours of work and probably take 2-3 months.

The problem is that even modest-sized organisations have three of four audiences with two or three journeys each. At more than ten thousand pounds per journey, a project to map the key audiences would run well into six figures.

As a result, these studies could only be afforded by the largest organisations and only be provided by the largest agencies or specialist UX/CX consultancies.

Our Lean innovation framework uses Generative AI to augment the mapping process and reduce the effort to weeks rather than months.

AI can't replace the team's internal expertise in identifying specific challenges and opportunities. But the combination of in-house expertise and custom AI tools means we can conduct user research and analysis in a fraction of the time it used to take.

How does it work?

We are offering professional services organisations the opportunity to test drive our Lean innovation framework in a special introductory offer.

The Audience sprint features a combination of inputs from:

In-person workshops
Remote facilitated sessions
Internal resources such as customer service feedback and client listening programs
Third-party research

From these inputs, we would typically expect to generate something in the order of 100+ insights such as:

Needs
Activities
Pains
Gains

Along with 100+ potential solutions in the form of:

Content ideas
Digital tools
Process changes
Products and services
Metrics

This is not a cut-down version of our standard process; it's the fully fledged framework applied to one of your audiences and jobs.

Who is it for?

Previously, this kind of work would only be justifiable for the most strategic projects.

Using our framework and AI-powered tools means that this level of insight can now be used to underpin a much broader spectrum of marketing initiatives.

So, if you are thinking about:

Updating your content marketing strategy
Defining and articulating your value propositions
Re-architecting your website
Creating a digital innovation strategy and roadmap
Running an RFP for a new website
Updating your measurement strategy

Then the output of the journey mapping process will provide the thinking to feed into all of those projects.

The offer

Is aimed at forward-thinking professional services organisations who want to become genuinely customer-centric.

That’s a 70% discount on the regular cost of the workshops and less than a tenth of what it would have been previously.

Deliverables

We will deliver:

An audience map with 100+ prioritised insights
A value proposition map with 100+ prioritised ideas
Our draft recommendations for:
- Navigation changes
- Customer value propositions
- Content marketing
- Digital tools
- Metrics

Most importantly, we will teach you how to do it so that you have the skills to create future journey maps in-house.

A tried and tested process

Over the last 18 months we have helped:

Global management consultancy

Re-architect their website from sector and service based to focus on five core client challenges. These value propositions now underpin the business's global content strategy.

Top 50 UK legal services firm

Rationalise a collection of 44 discrete service lines into three core customer value propositions. Helped the marketing team overhaul the firm's positioning and business planning process.

£2bn global engineering firm

Join up their international approach across 150 countries, ensuring that their digital strategy was based firmly on audience needs rather than internal business structures.

UK Financial services provider

Switch from a product focus to restructure their content and navigation around five key audiences, re-architecting the website structure and refocusing their content marketing strategy.

Availability - New slots coming in January 2025

All audiences sprint between now and Christmas have been booked. We will be making more slots available in January 2025.

If you would like to apply for one of these, please select the waitlist option on the form, and we will give you priority access when we release the next sprints in early 2025.