Quick Take: We Need More Qualitative Research (Video)

In a recent Customer Experience Professionals Association (CXPA.org) CustomerSpark event in Dallas, I spoke about the importance of focusing on emotion. Give that we’ve called 2016 “The Year of Emotion,” this is a popular topic for Temkin Group.

Here’s a short snippet from my speech (one of several quick take videos from the event), where I discuss that We Need More Qualitative Research:


I urge you to join the Intensify Emotion Movement.


Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

One thought on “Quick Take: We Need More Qualitative Research (Video)”

  1. Bruce, I am a plain language expert. In that capacity, I am an advocate for understanding the importance of emotion in readers of corporate and government information. Here’s a link to a post I wrote on empathy. https://www.linkedin.com/pulse/empathy-forgotten-element-successful-plain-language-deborah-s-bosley?trk=prof-post

    Also, I conduct one-on-one interviews with members of the intended audience for many of the documents we write, revise, and redesign. Qualitative testing is the only way to determine if people understand information when their responses will help us revise.

    Thank you for being an advocate!
    Deborah S. Bosley, The Plain Language Group

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.