---
title: "Customer journey research for a kitchen and bath brand | antedote"
description: "Qualitative and quantitative journey research with homeowners in North America for a kitchen and bath brand: how people choose, buy and live with a new fixture."
url: "https://antedote.com/explore-our-work/mapping-a-kitchen-and-bath-buying-journey/"
author: "antedote"
---

# Choosing where to start a kitchen and bath brand’s experience redesign

A customer experience redesign could start in many places. A home products company wanted to know where, so we mapped how homeowners buy kitchen and bath fixtures with ethnography and a national survey.

**Client**
Home products company

**Industry**
Household goods

**Market**
North America

**Kind of work**
Consumer understanding

**Our role**
Qualitative and quantitative journey research with homeowners buying kitchen and bath fixtures

## What happened next

The brand’s redesign program then asked us to rate eight of its own improvement ideas against the journey.

## The question

Behind the brand’s questions was a customer experience redesign: which moments to improve first, and which touchpoints to invest in.

To choose, the team wanted to understand the emotional side of buying a new fixture and the tipping points in the decision. It already had a segmentation of its buyers, so a further question followed: would each segment need a journey of its own?

## Our approach

We built on the client’s earlier journey research, and designed the qualitative and quantitative work together, so one built what the other measured.

We followed homeowners across the segments through their own projects, in digital and in-home ethnography. From it we built a framework to map the buying journey: its stages, and the gates a buyer must pass to move from one to the next.

A national survey of recent fixture buyers, across every segment, then set out to measure each stage: the touchpoints people used, what helped and hindered, and how they felt.

We modeled how closely each gate is associated with stated likelihood to buy. It is an association within the survey answers, built to point a redesign to where effort is likely to count most.

## What the team came away with

The customer experience team had one journey framework, measured nationally, and a model of how each gate relates to likelihood to buy.

Both were built for the decision in front of the team: where a redesign should start, and which touchpoints deserve the investment.

Who we heard from

Homeowners who had recently bought a kitchen or bath fixture for a home project, in ethnography and a national survey

## Related work

[View consumer understanding case studies](https://antedote.com/explore-our-work/?work=Consumer%20understanding#library)

- Household cleaning

    ### [Reaching households that rarely use a cleaning product](https://antedote.com/explore-our-work/how-households-really-clean/)

    The brand went on to test product ideas with consumers.

- Food

    ### [Hearing from consumers before a food brand’s leadership summit](https://antedote.com/explore-our-work/leadership-immersion-before-a-summit/)

**What we do**
[Strategic research](https://antedote.com/what-we-do/strategic-research/)

## Want to understand your customers better?

Bring the question, and we’ll talk through where to begin.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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