Best Practice Report

Bring Design Researchers And Data Scientists Together To Elevate Customer Understanding

Working Together, These Teams Create Better And More Connected Customer Insights

May 21st, 2021
With contributors:
Srividya Sridharan , Maxie Schmidt-Subramanian , Anjali Lai , Cinny Little , Andrew Hogan , Jim Nail , Aldila Yunus


Design researchers and data scientists both possess the tools necessary to derive customer insights. In most organizations today, the two personas work independently, which can lead to an incomplete view of the customer experience (CX). Working together, design researchers help data scientists overcome the dreaded insights-to-action gap. And data scientists help their design research counterparts optimize their efforts and quantify impact. Read on for best practices on how to bring these two roles together.

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