Find unmet needs along the customer journey

Product Design & Development

Identify, understand and catalog the unmet needs of your current customers along their customer journey to inform existing product and service improvements.

How the process works

  • Identify the journey to investigate in the study
  • Develop a research protocol to explore different points along the journey continuum
  • Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
  • Use Fabric remote video capture to have participants provide insight on their journey, touching on rational or emotional touch points

Methods used

  • Before, During and After check-ins
  • Physical environmental reporting (e.g. drive thru menu ordering experience, in store signage perceptions)
  • Diaries (e.g. report on the changing relationship with music having a smart speaker in the home)
  • Micro moments (e.g. have consumers report when a key event occurs)
  • Compare the ideal journey to the actual
  • Identify pain points and frustrations (ideally with a Show + Tell type demonstration)

Timing and cost

  • Studies can be set up in minutes and usually involve 10 or more participants. Videos, transcripts, and analysis through Fabric’s AI show up as soon as participants complete their surveys.
  • The “Bring Your Own Recruits” option starts at $50 per person. Each person you invite from your list answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes transcripts (machine & human for accuracy), and access to our sentiment and emotion based AI.
  • The “DIY + Recruit” option starts at $250 per person, and you create a study recruiting from our proprietary database of over 250,000 respondents. Each person answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes screening, transcription (human + machine for accuracy), and access to our proprietary sentiment and emotion based AI.


Example: 10 participants from your network each answer 10 questions using the video on their smartphone or laptop. That produces 100 x 1 minute video clips and corresponding transcripts (both through Fabric’s AI, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

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Discover the speed and power of Fabric’s AI and easy to use platform below, featuring a real study conducted by 3 PhDs at MSFT in 2021!