Best Practice Report

High-Impact Research: The Ingredients For An Effective UX And Design Research Practice

July 17th, 2019
KP
Kelly Price
With contributors:
David Truog , Amelia Nickels , Diane Lynch

Summary

To get beyond stagnating customer experience (CX) quality, companies need to modernize how they do customer research — using it to guide better tactical and strategic decisions across the firm. But even those that have managed to spread an appetite for better research often struggle. Many firms striving for a robust research practice focus on striking the right balance between quantitative and qualitative methods. Nevertheless, high impact research must guide decisions of varying scope, from broad to specific and across organizational altitudes. This report explains how to overcome the hurdles of a research program to necessary to differentiate your firm’s CX from CX of competitors.

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