MKT.8:1 - Problem frame

Use this pattern when understanding an activity across several contacts, people or periods could change a marketing decision. A customer may understand an offer but fail to obtain access, encounter conflicting promises from two providers, or return to an earlier question after beginning use. The map helps locate the connection that matters and choose an attainable change or a precise inquiry.

A journey map is a selective representation of the relevant activity and encounters, including their order, conditions and possible continuations. Its result is useful when someone can act on the represented difference. It can describe an observed history, compare possible future experiences or support a proposed intervention; keep these uses distinguishable.

The intended reader knows the activity and can obtain accounts from the relevant participants and providers. A known local defect with a sufficient direct remedy does not require a map. The method does not make the marketer responsible for a person’s whole life, learning, employment or activity with other organisations.