“The Opportunity for User Experience, UX, Research” was reviewed via an ESOMAR webcast December 8, 2020 by Michaela Mora of Relevant Insights, US. She presented a far reaching, knowledgeable review of the UX research dimensions needed in delivering brand insights and their role alongside Customer Experience, CX, research, Employee Experience, EX, research, and other specific segment research initiatives.
The webcast was made possible via the on-going collaboration between ESOMAR and the University of Georgia and its affiliated Market Research Institute International, MRII plus the Canadian Research Insights Council, CRIC. It provided insights to designers, developers, product, and customer service managers with little or no knowledge of research fundamentals as to what and how to address the critical brand attributes that are required to achieve a healthy UX.
Michaela defined UX as the, “State of mind developed from interactions with a product/service, its customer support, and marketing”. She posited that CX, EX, etc. were twin siblings or second cousin’s depending on the brand category. Those of us experiencing abysmal CX (Customer Service) albeit often with essentially stellar products or services would suggest that real intense use of CX research could be the priority within a UX research program.
A UX research operation provides an understanding of the various elements involved at all the user/customer experiences with a brand and their touchpoints along the brand journey. A fully developed research operation fulfills the value of quality research and the insights or diagnosis generated that drives successful product development, pre-sale, point of sale and post-sale. It was posited that a complete, continuous UX program evolves from an agile research approach that builds from a sequence of specific research initiatives focused on: Task Based – usability issues; to Usage Context – usage in a natural environment; to Needs Gap – unmet needs; to Customer Journey – interactions across touch points; to Strategic – product/service roadmap. The dimensions of each of these critical brand attributes that offer specific research opportunities were identified in the presentation available via ESOMAR.
As with all true Research Operations (rather than “just Consumer Insights”), complete communication and buy-in of the program and the resulting insights of all aspects of the brand across all company departments is essential. “Corporations need to create a comprehensive internal learning experience based on customers as the cornerstone across the entire company.” It could be interpretated that this corporate culture could be exemplified by all employees if they always, ‘Walk in the customer’s moccasins.’ Michaela suggested that corporate silos have, and continue to, create barriers to extensive User Experience insights that could optimize brand success and growth. A good example is perhaps the worst phrase in US marketing today? It is always heard if you dare to call customer service. “This call will be recorded for quality purposes.” As customers for any brand, you all know what comes next! However, there are wonderfully rare exceptions that can instantly make you a brand loyalist instead of a brand switcher. Perhaps these companies have embraced Michaela’s UX vision?
The webcast can be explored here: https://event.on24.com/wcc/r/2638358/0982C68F7094725FA200219A54019F08
