Blog
Latest updates, guides, and tips from Kicue.
Customer Journey Map Survey Guide — From Point Metrics to a Line of Experience
How to design a customer journey map grounded in survey data. Covers the five stages (awareness, consideration, purchase, usage, advocacy), touchpoint identification, Moments of Truth (MOT), how to deploy NPS / CSAT / CES across touchpoints, drawing the emotion curve, surfacing pain points, and turning the map into an operational asset — grounded in the journey theory of Lemon & Verhoef (2016) and the practitioner protocol of Rosenbaum et al. (2017). The lens that turns scattered CX scores into a single line of experience.
Read moreHow to Create an Anonymous Survey — 5 Steps to Prevent Re-Identification
How to design an anonymous survey in 5 steps. The conclusion: build it on two layers — removing identifiers and preventing re-identification. A survey that ties responses to a Google account or a customer ID in a URL parameter cannot be called 'anonymous.' Covers how to choose an anonymity level, how to reduce identifying questions, how to handle attribute combinations and free-text traps, how to design the distribution path, and how to avoid segment-level identification when publishing results. Ethics and GDPR / APPI details are linked to a dedicated guide.
Read moreHow to Calculate CSAT — 5 Steps Using Top 2 Box
How to calculate CSAT (Customer Satisfaction Score) in 5 steps. The short answer: it's the share of satisfied respondents (Top 2 Box) — the percentage who picked 'Satisfied' or 'Very satisfied' on a 5-point scale. We cover scale design, the Top 2 Box boundary, Excel aggregation, how to read the score, and the typical mistakes that trip people up. For how to interpret and operate CSAT, we link out to the dedicated guide.
Read moreGabor-Granger Pricing Survey Guide — Finding the Optimal Price with a Demand Curve
How to design a pricing survey with the Gabor-Granger method: present several prices, ask purchase intent directly at each, then derive the revenue-maximizing price from the demand curve and revenue curve. Covers how to space price points, randomizing presentation order, avoiding anchoring, reading the demand and revenue curves, and when to choose it over PSM, Conjoint, or MaxDiff — grounded in Gabor & Granger (1966) and field practice. The simplest, most direct pricing-research technique.
Read moreBrand Tracking Survey Guide — Measuring Awareness Through Loyalty
How to design a brand tracking survey that monitors brand health over time. Covers the brand funnel from awareness to consideration to usage to loyalty, how to measure unaided and aided awareness, brand equity dimensions, wave design and time-series comparison, and keeping samples consistent — organized around Keller (1993) on brand equity and the realities of fieldwork. How to capture the brand change a one-off study can never see.
Read moreHow to Calculate NPS — 5 Steps from Promoters and Detractors
How to calculate NPS (Net Promoter Score) in 5 steps. The bottom line: % of promoters − % of detractors. Covers building the 0–10 / 11-point question, the three groups (promoters, passives, detractors), aggregating in Excel, reading the score, and the classic mistakes that trip people up — all from a practitioner's point of view. For how to interpret NPS and benchmarks, see the dedicated guide.
Read moreFocus Group Guide — Harnessing Group Dynamics Without the Groupthink
A practical guide to designing and running focus groups (FGI / group interviews) in qualitative research. Covers how to harness group dynamics (the group's chemical reaction), participant composition and group size, building a discussion guide, handling dominant talkers and conformity pressure, and choosing between FGI and the in-depth interview (IDI) — grounded in qualitative research findings from Morgan (1996) and the feel of real fieldwork. Treats both the reactions only a group can surface and the pitfalls a group inevitably creates.
Read moreHow to Distribute a Survey — URL, QR Code, and Email
Which way should you distribute a survey? The short answer: meet your audience where they already are. This guide breaks down the main channels — URL, QR code, email, social, and print-to-digital — and walks through a 5-step distribution flow that protects your response rate, grounded in research on how the distribution mode affects responses (Lozar Manfreda et al., 2008) and practitioner know-how.
Read moreIn-Depth Interview Guide — Drawing Out Real Motivations 1-on-1
How to design and run in-depth interviews (IDIs), the backbone of qualitative research. Covers interview guide structure, laddering down to core values, how to ask without leading, how many people are enough (saturation), and turning recordings into findings through transcription and coding. Grounded in qualitative-research evidence such as Guest et al. (2006) and the practitioner's feel for what works. The method for capturing the 'why' that surveys (quantitative) can't see.
Read moreKano Model Survey Guide — Telling Delighters from Must-Haves
How to design a Kano model survey that sorts product and service quality attributes into five categories — Attractive, One-dimensional (Performance), Must-be, Indifferent, and Reverse. Covers the signature two-question functional/dysfunctional format, classification with the Kano evaluation table, visualization via the Better-Worse coefficient, and connections to IPA and key driver analysis — grounded in the theory and practitioner know-how that trace back to Kano et al. (1984).
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