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Research

Understanding User Experience Bias and Why You Believe in Horoscopes

Ever wonder why your fortune cookie knows what’s in store for you, or how your horoscope so uniquely describes your personality? Without ruling out the merits of witchcraft and wizardry, I’d like to introduce you to a concept called bias. Bias, a…

Market Research or UX Research?

We often hear the question, “What’s the difference between market research and user experience (UX) research? Aren’t they the same thing?” While the terms are sometimes used interchangeably, there are important distinctions regarding when they are applied, who/what is being studied, and…

Map the end-to-end customer journey to improve customer experience

Customer experience is driving the shift of who champions digital transformation within the enterprise from CIO and CTO to the CMO, reports the 2016 State of Digital Transformation. Understanding the behavior and impact of new (or existing) customers is essential to a…