CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Lima 15074, Peru.
School of Medicine, Universidad Peruana Cayetano Heredia, Lima 15102, Peru.
Int J Environ Res Public Health. 2021 Dec 16;18(24):13262. doi: 10.3390/ijerph182413262.
Worldwide, salt consumption exceeds the World Health Organization's recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee' responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior.
全球范围内，盐的摄入量超过了世界卫生组织建议的每日 5 克摄入量。客户旅程图是市场研究中用于了解客户行为和体验的一种研究方法，在社会营销中也可能很有用。本研究旨在探讨客户旅程图在更好地理解家庭烹饪准备过程中与盐相关行为方面的潜力。我们跟踪了四名女性在厨房中的大约两个小时的旅程，以观察午餐的准备情况。为每位女性创建了单独的旅程图，并将其组合成一张综合旅程图。我们发现，客户旅程图是一种合适的研究方法，可以了解食品准备者在旅程的每个阶段如何围绕添加盐和人工调味料做出决策。与受访者的回答相反，我们观察到这四名女性在没有任何标准措施的情况下，不断且逐渐地添加盐和人工调味料，几乎没有控制。在这项研究中，我们展示了客户旅程图在新背景下的实用性，并促使社会营销人员在他们的研究方法库中加入这一工具，以了解人类行为。
