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.


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I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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

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