CX Research: The first bite in eating the elephant of defining a CX Vision for your organisation
Large organisations are increasingly looking to tackle the challenges associated with delivering on a coherent customer experience vision. However, understanding the needs of customer groups across an organisation’s business units can be a daunting challenge. In this talk Iain will walk through the process and challenges associated with large-scale qualitative research, and how to create a solid foundation upon which future CX design work can take place.
The reality is that, with a structured approach, relatively small teams can undertake significant qualitative research and contribute meaningful insights about customers, their needs, behaviours and motivations, and identify opportunities for a new CX vision for the entire organisation.
The talk will draw on recent projects at Meld Studios to:
- define the role of qualitative research in designing an organisation-wide CX vision
- outline the basic challenges of large-scale qualitative research; and
- identify the strategies and techniques used to tackle these challenges