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Using Qualitative Research to Inform a Customer-Centric Design

Chapter Description

This chapter from Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design discusses several types of qualitative research and shows how they can be used to generate test ideas while providing insights that will help guide the business in an evolving marketplace.

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This chapter provided an overview of qualitative research techniques, which offer insights into customers’ goals and the challenges they face when trying to accomplish those goals. These insights lead to test ideas that will be added to the Optimization Roadmap, as well as inform the overall direction for a company.

The next chapter outlines quantitative research methods that companies use to verify qualitative findings, as well as to identify which site areas need improvement the most and what test ideas to prioritize as part of assembling the Optimization Roadmap.

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