UX (User Experience) refers to the overall experience of a person using a product or service, including how easy or enjoyable it is to use and how well it meets their needs. In market research, UX research helps to understand how users interact with and perceive a product and identify improvement areas.
UX market research is also known as:
CX (Customer Experience) refers to a customer’s overall experience with a company, including their interactions with its products, services, and staff. In market research, CX research is conducted to understand the customer’s perspective of the company and identify areas for improvement to enhance the overall customer experience.
CX research is also known as:
UX research has been used since the 1980s when computers became more widespread in everyday life. At that time, the focus was on improving computer software and hardware’s usability and making it more accessible to users.
CX research has a longer history, as it has been used in the context of customer service and customer relations for many decades. The idea of CX as a key aspect of a company’s brand and marketing strategy became more prominent in the early 2000s as companies began to realise the importance of creating positive and memorable customer experiences.
As technology has continued to advance and customers have become more discerning, UX and CX have become increasingly important in market research. Companies use UX and CX research to gain insights into their customers’ needs, preferences, and behaviours and to create products and services that meet their expectations.
UX and CX are related but distinct concepts in business and market research. UX and CX are both important aspects of business and market research, but they have different goals, focuses, and outcomes. Both are crucial for ensuring customer satisfaction and driving business success.
UX and CX research can be either qualitative or quantitative, depending on the research objectives and the type of data collected.
Quantitative UX and CX research often involve surveys, online polls, and other forms of data collection that generate numerical data, which can analyze and identify patterns and trends.
Qualitative UX and CX research typically involve more in-depth, exploratory methods such as interviews, focus groups, and observation. This type of research is designed to gain a deeper understanding of customers’ thoughts, emotions, and experiences with a product or service.
Brands may conduct UX or CX research to understand their customers better and improve their products or services. Here are some signs that a UX or CX research study may benefit a brand:
Consider the tables below for a smartwatch to show further the differences and parallels in UX and CX market research.
While there are some similarities in how UX and CX market research is conducted, the questions are often very different.
UX questions help to identify areas for improvement in the product and provide valuable insights into the user experience. The answers to these questions can inform design and development decisions to create a better user experience and improve customer satisfaction.
Here are some examples of research questions that might be asked in a UX market research study:
Conversely, CX research questions help to identify areas for improvement in the customer experience and provide valuable insights into customer needs and preferences. The answers to these questions can inform customer-focused initiatives and drive business success.
Here are some examples of research questions that might be asked in a CX market research study:
While UX and CX have different business area focuses, several research methodologies are complementary. By incorporating these complementary areas into UX and CX research, companies can gain a more comprehensive understanding of their customers and users and make informed decisions about product design and customer experience.
These include:
UX and CX are important to monitor because they play a crucial role in determining the success and competitiveness of a company in today’s market.
Monitoring UX and CX provides several benefits, including:
Customer Satisfaction: Monitoring UX and CX helps companies understand customer needs, preferences, and satisfaction and improve the customer experience to increase customer satisfaction.
Improved User Experience: Monitoring UX helps companies understand user behaviours and preferences and make improvements to the design and functionality of their products to enhance the user experience.
Increased Loyalty and Retention: A positive customer experience leads to increased customer loyalty and retention, which is essential for long-term business success.
Better Business Decisions: Monitoring UX and CX provides valuable insights into customer and user behaviours and attitudes, which can inform better business decisions.
Competitive Advantage: Brands that prioritise UX and CX can differentiate themselves from their competitors and gain a competitive advantage in their market.
Increased Revenue: Companies that invest in UX and CX can increase customer satisfaction and loyalty, leading to increased revenue.
The frequency of UX and CX research can vary depending on several factors, such as the size and complexity of the product or service, the target audience, the research goals, and the research budget available.
For UX research, it is common to conduct user testing and research at crucial stages of the product development cycle, such as during prototyping, before launching a new product or feature, or when making major updates to an existing product. The frequency of UX research can range from one-off studies to ongoing research and testing.
For CX research, companies may conduct studies regularly, such as annually or bi-annually, to track customer satisfaction and feedback over time. This type of research can also be undertaken after key customer interactions, such as after a purchase or customer service interaction, to gather real-time feedback.
In general, it is recommended that companies continuously monitor and gather data on both UX and CX to make informed decisions and improve their products and services over time.
If you would like to improve your user or customer experience, Kadence International would love to assist. Simply, get in touch or submit a research brief.