Best Practice Report

Nurture Experience Research To Improve CX And Marketing

Coordinate Experience Research And Customer Research For Greater Insight And Impact

November 18th, 2021
With contributors:
Mike Proulx , David Truog , Gina Bhawalkar , Jim Nail , Kelly Price , Lexie Lawhon , Christine Turley


Experience research is a critical tool to ensure that experiences align with the customer wants and needs that CMOs should support and invest in. Beyond that, experience research often explores customer questions that market research also asks, so it can be a valuable additional source of knowledge to enrich The Human Picture. This report gives CMOs knowledge of the scope, skills, process, organization, and tooling necessary to ensure that the experience research practice successfully supports great customer experiences while identifying overlap and synergies with market and consumer research practices.

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