March 2014
Intermediate to advanced
312 pages
10h 17m
English
book
Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design
by Michael Krypel
Content preview from Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design
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Chapter 4. Qualitative Research
Many businesspeople, even those responsible for the online experience, don’t spend nearly enough time trying to see their business through the eyes of the customer. Qualitative research offers an invaluable way not only to get into the customer mind-set, but also to come up with ideas for innovation. This chapter 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.
Benefits of Qualitative Research
Qualitative research is the art of capturing the customer’s perspective on the online experience offered by a business and its competitors. Companies often neglect to do qualitative ...
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