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.


About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One Response to 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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