Best Practice Report

Establish Your Experience Research Practice

Beginner Level: Research Practices For CX Transformation

January 21st, 2021
Kelly Price, null
Kelly Price
With contributors:
David Truog , Gina Bhawalkar , Amelia Nickels , Shayna Neuburg


This report about experience research — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies don't yet follow an effective and documented process for how to do it. In other words, they either lack rigor in how they do experience research or may not do much at all or know exactly what it is. At this beginner stage of maturity in experience research, you should focus on establishing a rigorous practice. This report explains why and how. Forrester reviews and updates this report periodically for continued relevance and accuracy. This edition is completely rewritten based on new research.

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