JoveWhizz provides market research services tailored to the needs of customer experience consulting firms. CX consultants depend on accurate, timely, and well-structured data to design experiences that delight customers, build loyalty, and drive business growth. Our research supports every stage of the CX consulting engagement — from diagnostic journey mapping through to programme design, measurement framework development, and ongoing tracking — across industries and geographies worldwide.
Whether your engagement involves redesigning a customer journey, building a Voice of Customer programme, measuring Net Promoter Score across markets, or benchmarking your client's CX against competitors, JoveWhizz delivers the primary and secondary research that underpins confident, evidence-based customer experience recommendations. Our global fieldwork capabilities, methodological expertise, and sector experience make us a trusted research partner for customer experience consulting firms of all sizes.
Customer experience consulting is fundamentally about understanding how customers interact with a business and using that understanding to design better experiences. While CX consultants bring frameworks, journey mapping expertise, and design thinking methodologies, their recommendations must be grounded in real-world data about customer behaviours, preferences, pain points, and expectations. Market research provides that foundation. Without rigorous research, CX recommendations risk being based on assumptions about what customers want rather than evidence of what they actually need and value.
Market research helps CX consultants identify the moments that matter most in the customer journey, quantify the business impact of experience improvements, understand the emotional drivers of customer loyalty, and measure the effectiveness of CX initiatives over time. It also provides the comparative data needed to benchmark client performance against competitors and industry standards. For consulting firms, the quality of the research directly affects the credibility and impact of their CX recommendations — and ultimately, the return on investment their clients achieve from experience transformation programmes.
Customer journey mapping is at the heart of CX consulting, and market research provides the data that makes journey maps accurate and actionable. We conduct research across every touchpoint in the customer lifecycle — from awareness and consideration through purchase, use, support, and advocacy. Our journey research combines quantitative surveys at each stage with qualitative depth interviews that explore the emotions, frustrations, and motivations behind customer behaviours. We help CX consulting teams identify pain points, moments of truth, and opportunities for differentiation that drive measurable improvements in customer satisfaction and loyalty.
Voice of Customer programmes are the backbone of ongoing customer experience management, and their design requires careful research planning. We help CX consulting firms design VoC programmes that capture the right feedback at the right moments through the right channels. Our research supports programme architecture — including survey instrument design, sampling strategy, data collection methodology, and reporting framework. We conduct pilot studies to validate programme effectiveness and provide benchmark data that allows clients to track VoC metrics over time. Our expertise spans transactional VoC surveys, relationship tracking studies, and integrated VoC platforms that combine multiple data sources into a single customer feedback ecosystem.
Net Promoter Score remains one of the most widely used metrics in customer experience consulting, but measuring it effectively across markets and customer segments requires methodological rigour. We design and execute NPS research programmes that go beyond simple score calculation to uncover the drivers of promoter and detractor behaviour. Our NPS research includes transactional and relationship surveys, closed-loop feedback processes, and driver analysis that identifies which aspects of the customer experience have the greatest impact on likelihood to recommend. We also conduct loyalty research that measures customer retention, share of wallet, and lifetime value — providing CX consultants with the comprehensive loyalty metrics needed to build a business case for experience investment.
Understanding how a client's customer experience compares to competitors is essential for identifying strategic priorities and setting improvement targets. We conduct CX benchmarking research that measures customer satisfaction, NPS, effort score, and other key experience metrics consistently across competitors, allowing for direct comparison. Our competitive CX research incorporates mystery shopping evaluations, customer surveys of competitive experience perceptions, and analysis of publicly available customer feedback data. We help CX consulting teams build benchmark frameworks that track performance over time, identify best practices across industries, and set evidence-based targets for experience transformation programmes.
JoveWhizz understands the unique requirements of customer experience consulting engagements — the need for rich, emotionally resonant customer insights combined with the rigorous, quantifiable data required to build a business case for experience investment. Our team has supported CX consulting engagements across journey mapping, VoC programme design, NPS measurement, and CX benchmarking for clients ranging from specialised CX consultancies to the customer experience practices of global management consulting firms. We combine methodological rigour with deep empathy for the customer perspective, delivering research that captures both the what and the why of customer behaviour. Our global fieldwork network allows us to collect customer feedback in virtually any market, while our experience across industries means we understand the sector-specific dynamics that shape customer expectations and experience priorities.
How does market research support customer experience consulting?
Market research provides the evidence base for CX recommendations. It helps consulting teams understand current customer satisfaction levels, identify pain points and moments of truth in the customer journey, measure the business impact of experience improvements, validate journey design concepts with real customers, and track the effectiveness of CX initiatives over time. Without rigorous research, CX recommendations risk being based on internal assumptions rather than genuine customer needs and expectations.
What is the difference between VoC and CX research?
Voice of Customer research is a component of the broader customer experience research landscape. VoC research specifically captures customer feedback — through surveys, interviews, and other direct feedback channels — about their experiences and expectations. CX research encompasses VoC but also includes observational methods like mystery shopping, operational data analysis (such as call centre metrics and website analytics), journey analytics, and competitive benchmarking. CX research provides the comprehensive understanding needed to design and manage the full customer experience, while VoC focuses specifically on capturing what customers say about their experiences.
How do you measure customer journey satisfaction?
Customer journey satisfaction is measured by collecting feedback at multiple touchpoints throughout the customer lifecycle, rather than through a single overall satisfaction question. We use journey-specific survey instruments that ask customers to evaluate each stage of their experience — from initial awareness and research through purchase, onboarding, usage, support, and renewal or advocacy. For each stage, we measure satisfaction, effort, and emotional response. Journey satisfaction metrics are then aggregated to provide an overall view while maintaining the granularity needed to identify which stages have the greatest impact on overall experience perceptions and loyalty behaviours.
What methods work for NPS research across markets?
Multi-market NPS research requires consistent methodology across markets while allowing for cultural adaptation in questionnaire design and data collection. Online surveys work well for markets with high internet penetration and established online panels. CATI is more appropriate for markets where telephone reach is higher or where specific demographic segments are harder to reach online. For all markets, the NPS question must be carefully translated and localised to ensure comparability. Driver analysis — identifying which aspects of the experience most influence likelihood to recommend — should be conducted at both global and local market level, as drivers often vary significantly across markets due to cultural differences in expectations and experience priorities.
How do you benchmark CX against competitors?
CX benchmarking involves measuring the same experience metrics — typically satisfaction, NPS, customer effort score, and specific experience attribute ratings — consistently across the client and its key competitors. This can be done through customer surveys that ask respondents who use multiple providers to rate each one, through mystery shopping evaluations that assess each competitor's experience using the same evaluation criteria, or through analysis of publicly available customer feedback data. The benchmarking framework must define which touchpoints and attributes to measure, establish a consistent rating scale, and ensure that data collection methods are identical across all competitors to produce valid comparisons.
Planning a customer experience consulting engagement that requires market research? Contact JoveWhizz to discuss how our research capabilities can support your project. We deliver the data and insights that underpin confident CX recommendations across industries and markets worldwide.
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