Measuring Users’ Psychophysiological Experience in Non-linear Omnichannel Environment

Abstract

As the use of technological products in complex user journeys has increased, both the physical and digital worlds need to be considered in measuring the customer’s experience. Hence, measuring the customer experience requires to embody multiple sets of non-linear interactions. The uniqueness of the user’s physical experience and the ecological validity issues have to be taken into account in a physical context of interactions. Various methods already exist to measure customer journeys, but they rely mostly on self-reported and retrospective measures, like questionnaires, interviews, or focus groups. The objective of this research is to mirror the actual complexity of the omnichannel customer interactions by mobilizing quantitative and qualitative data with implicit measures. In this article, we propose a methodology for collecting and analyzing insightful psychophysiological data in non-linear physical interactions. We build upon an illustrative case study where 24 participants had to install new cable equipment. Implicit psychophysiological measures and explicit qualitative assessment were used to obtain a rich perspective on the user’s emotional and cognitive experience. Through psychophysiological variables and self-reported metrics, this article serves as a comprehensive methodological approach for experts to have a precise overview of the emotional journey of consumers.