CX / Customer Experience Research / CX Research || What is it? Customer experience (CX) refers to the perception of a brand, product or service formed by the interactions and experiences…

UX / User Experience || What is it? UX (User Experience) is the interaction, attitude and perception that someone has about a product, system, ecosystem (including communication), or…

Unmoderated Study || What is it? An unmoderated study records responses and interactions focused on a very specific task and/or a defined question set, without a facilitator or moderator…

UCD/User-centered Design || What is it? User-centered design places the intended user at the center of the design/development process. The practice includes them as…

Stakeholder || What is it? “Stakeholder” is the term used to describe anyone who holds a significant interest or concern in the research outcomes. Typically stakeholders include cross functional team members, clients and/or others that may be affected by the research study…

Prototype || What is it? A mockup, model or visual of something that varies in material, format, detail, complexity and level of functionality - it could even be an audio or interactive prototype…

Persona || What is it? A representation of a group (segment) of people that summarizes their similar attitudes, behaviors and other characteristics. A persona profile typically includes a name…

Participatory Design || What is it? Participatory design, also known as co-design, is an approach to design that brings customers and/or stakeholders and/or subject experts together…

Note Taker || What is it? What is it? A dedicated attendee in a qualitative research session whose role is to record what the participant(s) is expressing or doing. Note takers ensure…

IDI / In-depth Interview || What is it? A method to gather information via a live, interactive conversation. The researcher/interviewer explores the research topic designed to…