Author: Gerry McGovern

Qualitative Research: The Third Essential Customer Research Input

Qualitative Research: The Third Essential Customer Research Input

Qualitative research, involving talking to customers in groups or individually, can add depth to an understanding of customer behavior and psychology. However, it needs to be framed by quantitative and observational research because, for a variety of reasons, customers can mislead.

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Observational Customer Research

Observational Customer Research

The purpose of observational research is to understand what people are doing. The purpose of qualitative research is to understand what people are thinking or feeling. Only when you combine observational and qualitative research with quantitative data do you get a truly comprehensive understanding of your customers.

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Quick Links, Slow Links and Bad Navigation Design

Quick Links, Slow Links and Bad Navigation Design

Just because something is used doesn’t mean that it is useful. Design decisions can create the wrong expectations and can send people on journeys that will end up in failure. “To simplify the process for advisers, we introduced a ‘quick links’ box on the landing page of our benefits content,”

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