Let's get Together People: IGNITE UPA 2012

Lets get Together, People:Why UX Practitioners and Marketing Researchers need tojoin forces NOW. David Kozatch, DIG @dkozatch

Marketing/UX Marketing Sales Guys Research the floo

We’re different.

Marketing Research Left brain Poke stick at: users Practical, measurable actions and responses Right brain Poke stick at: customers Emotional responsesUX Practitioners

Marketing Research “Achieve specified goals with effectiveness, efficiency, a nd satisfaction in a specified context of use”— as defined by ISO 9241-11 Deliver a compelling brand message, or promise, that leads to a saleUX Practitioners

Marketing ResearchHuman factors / HCIInformation design LogicComputer science Sociology Psychology Anthropology StatisticsUX Practitioners

Marketing ResearchUX Practitioners

Marketing Research How users relate to proprietary Technology Customer needs and desires as they relate to the “Brand”UX Practitioners

WTF? UX

TheBig 5. 1. Surveys(plus 1) 2. Focus Groups 3. Personal interviews 4. Observation/Ethnography 5. Field trials/test markets 6. “Big Data”/Analytics

The heat is on.

Customer Journey.Old…1. Awareness2. Consideration3. Inquiry4. Purchase5. Retention

Customer Journey. New…Old… 1. Awareness1. Awareness 2. Consideration2. Consideration 3. Trial3. Inquiry 4. Conversion4. Purchase 5. Loyalty5. Retention 6. Advocacy

Persuasive design. Convert to a user or the dog gets it!

Trust = Loyalty?

Net Promoter Score. % % Detractors (0-6) NPS Promoters (9-10)

a.k.a TheBeyonce Score “If you like it, then you shoulda put a ring on it”

Advocacy.

(New) Customer Journey.. Advocacy Awareness Loyalty Consideration Conversion Trial

Gamification, data mining, Web 2.0, Off- site web analytics, etc.UX MR

Let's get Together People: IGNITE UPA 2012

by David Kozatch

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