Joe's Heating and Air Conditioning Corp. is conducting research that focuses on the entire process of purchasing a home heating system from the initial need for a new furnace, to how the customer learned product information and selected an installer. What type of qualitative data is the company using?

Question

Multiple choice question.

Closed-end questioning

Customer journey map

Syndicated data

Focus group

Answer 1

The type of qualitative data that Joe's Heating and Air Conditioning Corp. is using in their research, which focuses on the entire process of purchasing a home heating system and involves understanding customer experiences and decision-making, is a Customer journey map.

This option allows for capturing the various stages and touchpoints in the customer’s experience, from recognizing the need for a new furnace to selecting an installer.