Establish Your Experience Research Practice

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.