What is a Multichannel Study?

What is a multichannel study?

A multichannel study is when contributors complete the same task(s) on more than one channel or device. This is different from an omnichannel study, in which contributors use multiple channels to complete a task. In the omnichannel experience, the channels are linked to produce a more integrated experience for customers.

In a multichannel experience, each channel and the customer activity therein are independent of one another. For example, a customer searches for a product on a company’s app (Channel No. 1) and learns in a telephone call to the company’s toll-free number that the product is available at a nearby brick-and-mortar location (Channel No. 2). A representative at the physical store, however, is unaware that the customer had already contacted the store, requiring the customer to explain all over again to someone working at the physical store what product they’ve come to purchase. 

In this multichannel experience, the two channels and the customer actions related to each are not linked.

Thus, in an attempt to distinguish the two approaches, some experts describe the customer as being the focal point in an omnichannel situation, whereas in the multichannel experience, the individual channels take center stage. 

Returning to the multichannel study, there are two approaches to consider:

1. Each contributor completes the same tasks on one channel (desktop, tablet, or mobile).

For example, Group A will complete the study on desktop, Group B on tablet, and Group C on mobile. This option has the fastest recruitment time, but contributors only provide insight on a single channel.

2. Each contributor completes the same tasks on more than one channel.

This option takes a bit longer to recruit for but contributors are able to compare and contrast the experiences across channels.

Why are multichannel studies helpful?

A multichannel study is valuable when you want to understand the user experience of the same activity on more than one channel or device so as to ensure a consistent experience across devices and channels.