This webinar discusses how user experience (UX) research and usability testing can positively impact brands. It advocates for mixing quantitative and qualitative methods to understand both what customers think and do. The speaker recommends identifying key performance indicators, building customer personas, measuring UX quality, analyzing top tasks, benchmarking experiences, and linking activities to metrics. Mixing methods like surveys, usability testing, and analytics can help measure improvements. Attendees learn how data-driven UX approaches can benefit marketing by linking the user experience to brand attitudes and business outcomes.