An omnichannel test is when participants complete an activity that spans more than one channel or device. For example, if a customer finds a recipe on their desktop and adds the ingredients to a shopping list on their smartphone, refers to the list on their phone while at the grocery store, and then follows the recipe at home on their tablet, they’ve completed an omnichannel experience.
Why are omnichannel studies helpful?
An omnichannel study is valuable when you want to understand the user experiences of a brand, company, or organization across channels.
When should an omnichannel study be conducted?
Omnichannel studies can be conducted at any time, but they are particularly valuable when conducted before any redesign efforts. By doing so, researchers can identify what’s working well and what needs to be improved in the existing omnichannel experience.
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