Summary
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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