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John Wittenbraker

John Wittenbraker

Global Director, Innovation Brand and Customer Experience
Topic BFF’s: Market Research and UX combine to design the ultimate user experience

As customers (and competitors) evolve, organizations that have the deepest insight into their customer experience will be poised to adapt to these changes. Traditional customer satisfaction surveys provide some direction, but can lack depth; qualitative user experience (UX) testing provides depth, but may not be able to project. GfK addresses this challenge with a method that maps the holistic customer experience in a way that provides both depth and projectability.

Combining market research and UX research, this powerful approach drives your ongoing experience improvement projects and, more importantly, shows the impact of your improvements over time. In this talk you will see the construct of an approach that can help you make wise experience investments to stay ahead of the competition.