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E-commerce Customer Journey Diary Study

A structured diary study instrument for capturing in-the-moment e-commerce experiences across touchpoints and tasks. Designed for repeated daily entries to identify pain points, emotional states, and task-completion barriers throughout the customer journey.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

20 questions · ~4 min
Q01
Long Text

Welcome to your diary entry. This study captures your real-time e-commerce experiences as they happen. Each entry takes about 2 minutes. There are no right or wrong answers — we are interested in your honest experience. Your responses are confidential and will be reported only in aggregate. Participation is voluntary and you may stop at any time. Please complete an entry whenever you have a notable e-commerce moment (browsing, buying, returning, contacting support, etc.).

Q02
Long Text

What date is this entry for?

Q03
Multiple Choice

Which channel or touchpoint are you using for this moment? (Select all that apply)

Q04
Multiple Choice

Did you accomplish what you intended in this moment?

Q05
Long Text

Please share any quick notes, specific details, or exact thoughts that came to mind during this moment.

Q06
Long Text

The following questions help us understand who is participating in this study. You will only need to answer these once.

Q07
Long Text

Thank you for this diary entry! Your experience has been recorded. Feel free to submit another entry whenever you have a new e-commerce moment to share — the more entries, the more valuable the insights.

Q08
Multiple Choice

Which time window best describes when this moment occurred?

Q09
Long Text

What is the primary task you are trying to accomplish right now?

Q10
Long Text

How satisfied are you with your experience during this moment?

Q11
AI Interview

Based on what you've shared, we'd like to understand a bit more about this moment. Please share your thoughts and our AI interviewer will ask a couple of follow-up questions.

Q12
Multiple Choice

Which best describes your primary role when interacting with e-commerce sites or apps?

Q13
Long Text

Approximately how long have you spent on this task so far?

Q14
Long Text

How would you describe your emotional state during this moment?

Q15
Multiple Choice

On average, how often do you make online purchases for yourself?

Q16
Multiple Choice

Which of the following factors most affected your experience during this moment? (Select up to 3)

Q17
Long Text

What is your age group?

Q18
Long Text

Overall, did the factors you selected affect your experience positively or negatively?

Q19
Multiple Choice

How do you describe your gender?

Q20
Long Text

What country or region do you live in?

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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