For some time, organizations have used experience design (XD) research to help sculpt processes, services, events, and products that customers would interact with. This kind of research focuses on the quality of each experience and the context surrounding how people experience it. 

Today’s leading organizations are increasingly employing agile tactics in marketing, innovation and customer experience. By adopting an agile approach and leveraging agile qualitative research, your organization is able to continuously iterate, ensuring your go-to-market strategy fits with consumers lifestyle, personality and needs.

Forward-thinking organizations are increasingly turning to faster online qualitative research solutions to make better decisions—and deliver more successful solutions to the market. To get ahead in today’s fast moving business climate, your organization needs to gain the competitive advantages of using these new approaches.  But how do you go about selling online qualitative internally if your organization hasn’t yet modernized its approach to research?

Many of us spent the better part of our careers using in-person research to drive deeper consumer insights and empathy. Whether sitting in the back room at a focus group facility or watching people in-market, there was power in observing facial expressions and body language.

The world of marketing and innovation is changing. As a result, business teams are feeling increased pressure to be consumer centric in a way that is faster, more in-depth, and better integrated with marketing and product development processes. In order to be true qualitative heroes, we need to answer the "why" questions critical to driving good business decisions - and that requires us to do things differently.

Important problems and great solutions don’t exist without customers. That’s because customers are the ultimate arbiter of whether organizations have products and services that are worth their time, effort, and money.