Customer Experience Research
Value Co-Creator™
Understand how customers create value, where the journey breaks down and which resources help them reach their goals.
The decision behind the research
Go beyond customer satisfaction to actively engineer superior customer experiences. Our proprietary framework, born from foundational doctoral research, deconstructs the hidden, multi-stage process customers use to create value from your products and services. We identify the precise moments—from initial goal-setting to final evaluation—where you can intervene to remove friction, provide critical resources, and transform a frustrating user journey into a delightful and successful one. This moves your role from a passive product provider to an indispensable partner in your customer's value co-creation process, building deep, resilient loyalty and turning your customer’s wow moments into your most powerful marketing asset.
What the research reveals
Systematically improve the customer experience by understanding and optimising the five-stage process through which customers create value with your offering.
How Value Co-Creator™ works
A mixed-methods research design that combines in-depth qualitative journey mapping with quantitative modelling to identify critical leverage points and resource gaps in the customer’s value creation process.
What you receive
A map of the customer-driven value creation process; qualitative and quantitative evidence on critical leverage points; resource gaps and friction; and priorities for improving the experience around customer goals.
Decisions this research supports
Improve the customer journey, prioritise experience and product changes, remove unnecessary sacrifice and friction, and identify the skills, context or other resources customers need to succeed.
Evidence in practice.
Explore the research question and the reported outcome.
Where this research leads next
Use customer loyalty research to connect the experience to repeat behaviour and advocacy. Use voice of customer research to see which experiences generate public delight or frustration.
Read the thinking behind the work
Questions, clarified.
How is this different from measuring satisfaction?
Value Co-Creator investigates the process through which customers create value, including their goals, resources and evaluation. It locates the points where the experience helps or hinders that process.
Does the research only examine the product?
No. The camera case shows why customer skills and contextual resources can matter alongside the equipment. The mixed-methods design examines the wider journey and the resource gaps within it.
Find the Variable That Changes the Decision
If the decision matters enough that assumptions are expensive, start with the evidence.