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Crossing Over from Traditional Qualitative to User Experience Research: The Journey with a Thousand Faces
There is increasing demand for user experience (UX) research, and qualitative researchers’ unique expertise in understanding human behavior can help bring this type of research to the next level. The author focuses on the use of three frameworks that explain the “whys”—and this understanding is equally significant when consumers are interacting with technology as when they interact with other products and services. The author provides examples that have proven to be very useful in her experience exploring customer journeys within shopping apps and streaming platforms. […]
Interview with Liz Van Patten
Liz Van Patten is a veteran qualitative research consultant with more than 25 years’ experience discovering insights for dozens of client companies, advertising agencies, […]
From the Editor in Chief – Winter 2021-22
Winter is coming! Yikes, did I just start off this column with a clichéd Game of Thrones reference? Just like winter came for the house of Frey (thank you, Arya Stark), winter has come for me as well. Two years ago, I took over the editor-in-chief position from Jenifer Hartt, which means that this winter’s edition will be my last. It’s time to pass the torch (or snow shovel as the case may be) to someone willing and capable. That someone is (drumroll please) Tamara Kenworthy. This of course means that VIEWS is in great hands. […]
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