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Image of a typical day for a consumer
'A day in the life'

Creating a ‘day in the life’

You can construct a ‘Day in the Life’ journey using one or more of the following research methods.


Observing people going about their day is a great way to get ideas on how your product or service fits into their day. If one of your family members is a typical customer, see if you can spend the day with them and watch carefully each time the product or category you are selling creeps into their day.

Surveys or interviews

Surveys are a great way to get information to construct your ‘Day in the Life’ journey. Here are just some of the ways that you could collect information:

  • Call a few past and present customers to discuss their experiences with your business and its products or services
  • Hire someone to be a mystery shopper for your business and get them to provide you with the perspective of what a customer or consumer experiences when they use your business.

If you are using surveys or interviews, be prepared with a list of questions to specifically ask people - otherwise it’s highly unlikely that you’ll get a great response.

Online search

There are many things you can search online to help understand your customer or consumer:

  • Conduct an online search of what your customer or consumer is likely to search. Use keywords they are likely to use when they are attempting to explore or solve a problem - for example, “how to …” or “what is a …” or “what is the best …” etc. Pay close attention to the types of search results obtained from the search engine, along with the products or services you’re suggested by other advertisers.
  • If you know the type of job the customer or consumer does, you could even search “day in the life of …”. There are a few examples available with a lot of information to start you off - but just remember to customise it your specific customer or consumer.
  • Search your products and services incorporated into the online query.
  • Do a mystery shop on your competitor websites. Do they make suggestions based on your search? Maybe they know something you don’t know!
  • Gather information from blogs and forums closely related to the topic. It’s amazing what people will discuss about their day within a community environment!

To help you further understand the concept of a ‘Day in the Life’, refer to the related links area below for interesting articles on constructing a ‘Day in the Life’ customer journey.

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This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University