In order to identify the Value Moments, your organisation should conduct qualitative research (Value Moments Expectation (VME) Measurement) based on the customer experience map developed in Stage 1. The main aim of this activity is to gain an insight from customers about the value of each of the attributes identified.

Qualitative research is used to gain insight into people's attitudes, behaviours, value systems, motivations or lifestyles. Qualitative research seeks out the ‘why’, not the ‘how’ of its topic and is more detailed. Qualitative research is more detailed. It’s more time consuming and can be expensive, but can uncover deeper issues. For the implementation of Value Moments we recommend two common qualitative measurement techniques: focus groups and customer interviews.

Once you have identified the Value Moments the next step is to weigh these moments in order to identify how integral each moment is to the customers' experience.

View Step 3: Weight the Value Moments