Best Practice Report

Scale Your Experience Research Practice

Intermediate 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 experience research leaders who have established a solid practice, so their companies already follow an effective and documented process for how to do it — but they do not: 1) follow a plan for how often, 2) ensure that all relevant parts of the company collaborate on it, and 3) have a senior person who requires that it get done. At this intermediate stage of maturity in experience research, you should focus on scaling your 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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