Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study

Abstract

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.

Social marketing at 50: towards an epistemological expansion of the discipline to embrace diversity. A Viewpoint

“…"Decolonise" Global North-oriented funding models and practices that perpetuate an imbalance of power and resources between Global North and South countries; address structural factors that promote inequity; and involve in-country scientists and researchers in decisions around funding that affects their region (Erondu et al, 2021) Actively discourage "parachute science", the practice where researchers from Global North countries conduct research within Global South countries while failing to sufficiently engage and involve individuals and organisations from those countries, and then complete the research process in their home countries without communicating with representatives of the countries where the research was carried out (Stefanoudis et al, 2021) If conducting research or social marketing interventions in a country with a different language, take steps to learn the local language before engaging with stakeholders and partners or visiting the location Encourage the use of ethnography in formative research to gain a deep understanding of behaviour (Brennan et al, 2015;Kariippanon et al, 2020) and continue to develop and adopt novel research methods (e.g., customer journey mapping, Cateriano-Arévalo et al, 2021) Widen the repertory of social marketing approaches, techniques and tools in the Global North by incorporating those from the Global South Continue testing theory and practice of "traditional" social marketing approaches that have been proven to be effective in some Global South contexts, such as the 4Ps (Schmidtke et al, 2021), macro-marketing (Bastos et al, 2021), socio-cultural approaches (Martam, 2016) and others, while explicitly identifying where such approaches may need to be adapted or deemed inappropriate for the specific context (Nyundo et al, 2021) Table 3.…”

Perancangan Ulang Media Kampanye Event Street Race Polda Metro Jaya untuk Mengurangi Balap Liar Remaja

“…Strategi media adalah penting dalam memetakan jalur consumer journey dengan tujuan untuk menarik minat konsumen dan mengarahkan mereka ke produk atau layanan yang ditawarkan secara efektif. (Cateriano-Arévalo et al, 2021) Pada perancangan media kampanye acara street race Polda Metro Jaya ini, perancangan media yang digunakan dibagi menjadi dua bagian yaitu media utama dan media pendukung:…”

Sal - perspetiva histórica, composição química, consumo, preço, doenças associadas e alternativas

“…No entanto, de acordo com dados recolhidos de alguns países, o consumo é superior ao recomendado destacando-se a Finlândia, o Canadá e o Brasil (11)(12)(13)(14)(15)(16)(17).…”

“…Nos países desenvolvidos as principais fontes de sal na alimentação tendem a ser os alimentos processados, por outro lado, nos países de baixo a médio rendimento a principal fonte de sal na alimentação é a adição de sal durante a confeção dos alimentos ou à mesa, estando dependente esta proporção também de aspetos, culturais, familiares e hedónicos(7,14).O relatório do IAN-AF refere que, em média, as mulheres consomem diariamente 2,5 g de sal de adição, e os homens 3,1 g. Por grupo etário, em média as crianças consomem 2,2 g, os adolescentes e idosos 2,7 g e os adultos 2,9 g de sal de adição. Ou seja, quanto ao género as mulheres consomem menos sal de adição que os homens, e quanto ao grupo etário as crianças consomem menos e os adultos mais sal de adição diariamente(18).…”