Context
A subscription business wanted to better understand the first 30 days of the customer relationship — a critical period for engagement, perceived value and later retention.
The challenge was that traditional surveys or one-off interviews only captured snapshots, while the team wanted to understand how experiences, expectations and behavior evolved over time.
Approach
I designed a longitudinal diary study that combined behavioral, attitudinal and survey data throughout the 30-day trial period.
To keep participation simple and natural, customers could document their experience through lightweight formats such as WhatsApp voice messages, photo uploads and short survey inputs.
This made it possible to capture both what people did and how they felt about the experience at different moments in the journey.
I then brought these different data sources together to identify recurring patterns, key moments, friction points and shifts in perception over time.
Key Insight
Outcome
The study created a richer understanding of the early customer journey and provided a foundation for improving onboarding, communication and the overall trial experience.
Methods
Longitudinal Research · Diary Study · Behavioral Data · Attitudinal Research · Surveys · Customer Journey Analysis · Mixed Methods