How To Leverage UX and Market Research to Understand Your Customers
As a UX researcher, market research does not have to be your enemy. Unlock the power of utilizing market data to gain big customer insights
In the current experience economy, many companies have finally realized they need to move from a product-centric to a customer-centric growth strategy.
Customer-centricity is about integrating the customer perspective into everything the company does, as customer experience is created by an accumulation of interactions across many different touch points between the customers and the company.
Customer interactions go beyond product use (digital or physical) and include exposure to marketing and advertising, customer service, customer ongoing communications, community and employer policies, and comparative use of competing alternatives.
Consequently, collaboration between the market research and UX teams is a must to really get a well-rounded understanding of customers and potential customers in order to support business decisions that promote customer-centricity.
By the end of the discussion, you’ll:
Become familiar with the market research process, topic areas, methods, and connection to UX.
Understand the differences and similarities between market research and UX research.
Learn how the market research and UX team can work together to improve the customer experience.
5:30-5:40 p.m. (Central time, similar to Chicago and Dallas, USA) – Introduction and announcements for UX Research and Strategy + Service Design Network
5:40-6:30 p.m. (Central time) – Speaker + Q&A
6:30 -7:30 p.m.(Central time) – Networking