The document discusses how UX practitioners and marketing researchers need to work more closely together. While they have different focuses and methodologies, combining their expertise could help organizations better understand users and customers. Emerging technologies also provide new opportunities for gathering insights. By sharing information and collaborating, UX and marketing teams can create more effective digital experiences that are both usable and persuasive.

1. Lets put it all Together:
Why UX Practitioners and Marketing Researchers
need to join forces NOW.
David Kozatch and Susanna Kirk
DIG

2. • Since 1998
• Combining marketing
research & user
experience research
• Focus on development of
new services and
technologies
• Web, mobile and beyond

3. Marketing
UX Research

4. UX/Marketing
Quiz

5. Q
1. Last time you read a marketing research or branding study
conducted by your marketing team?
2. How easy would it be to get your hands on one?
3. Can you articulate your key brand approach components?
• Ad strategy
• Brand definition
• Brand positioning
• Intended customer communication takeaways
4. What role did your Marketing Research department play in
helping you build personas?
5. Do the people who collect and analyze Web analytics share
data with you to discuss how to improve UX?

6. “One of the biggest challenges in
larger organizations is
communication and usability. UX is
part of corporate, and then we have
four large business units, each with
their own marketing and development
teams – and budgets.”
Director
of
Usability,
Fortune
100
company

7. Problem:
Management expects online
communication to be both
usable and persuasive, but how
can UX designers be experts at
“persuasion” without access to
the right tools and info?

8. 1. Why is this happening?
2. Why is it important to get together?
3. What can you do about it?

9. We’re
Different

10. UX Practitioners Marketing Research
Brain hemisphere … Left Right
Poke their stick at … Users Customers
Get excited about … Practical, Emotional
measurable actions responses
and responses “Coffee
=
mother?”
“Can you find the
login?”

11. UX Practitioners Marketing Research
Want their interface to “Achieve specified Deliver a compelling
… goals with brand message, or
effectiveness, promise, that leads to
efficiency, and a sale
satisfaction in a
specified context of
use”—as defined by
ISO 9241-11

12. UX Practitioners Marketing Research
Filter learning through Human factors / Sociology
these disciplines…
HCI
Information design Psychology
Logic Anthropology
Computer science Statistics

13. UX Practitioners Marketing Research
Are always User flows Interview bias
yammering about …
Information Order bias
architecture
Interaction design Conjoint analysis
Navigational Multivariate
frameworks techniques
Heuristics Projective
techniques/laddering
Hierarchical task
analyses Perceptual mapping

14. UX Practitioners Marketing Research
Demographics
Make key assumptions Personas
about their target
Psychographics
audience via…
Market Segmentation
Measure short-term Greater insights
Task completion
results by… into the voice of the
customer (VoC)
Are responsible for an How users relate to Customer needs and
ongoing proprietary desires as they relate to
understanding of… technology brand

15. The
Lab
Test

16. Huh?
UX

17. 1. Why is this happening?
2. Why is it important to get together?
3. What can you do about it?

18. Marketing Research:
A very selective history featuring:
2 ½ trailblazing old white guys

19. George
Gallup
American
Institute
of
Public
Opinion
(1935)
Audience
Research
Institute
(1938)

20. Robert
Merton,
sociologist
Bureau
of
Applied
Social
Research

21.
The
focus
group!
Institute
for
Motivational
Research

22.
=
rational
opinions,
scientific
methods
=
the
individual
within
social
context
=
individual
motivations,
deep-­‐
seated
values
and
beliefs

23. 5
basic
1. Surveys
tools
of
2. Focus
Groups
marketing
3. Personal
research
interviews
4. Observation
5. Field
trials
or
test
markets

24.
Is
controlled
beta
testing
possible?

25. What’s
ahead?

26. Marketing
research
trends…
1. Better
use
of
Technology
2. Better
tracking
of
Social
Media
Sources:
Tom
Anderson’s
NextGen
Market
Research
blog,
Jan
2010
Temkin
Group’s
Experience
Matters
Blog:
“8
Customer
Experience
Trends
for
2011”
Forrester
blog:
“Trends
That
Will
Shape
Market
Research
In
2011”

27. Marketing
research
trends…
• CRM
analytics/data
mining
• Enterprise
Feedback
Management
(EFM)
• Onsite
Web
analytics
• Offsite
Web
analytics:
ü Social
network
analysis
ü Blog
mining
ü Audience
measurement
and
marketing
effectiveness
Sources:
Tom
Anderson’s
NextGen
Market
Research
blog,
Jan
2010
Temkin
Group’s
Experience
Matters
Blog:
“8
Customer
Experience
Trends
for
2011”
Forrester
blog:
“Trends
That
Will
Shape
Market
Research
In
2011”

28. Monitor
and
aggregate
Web
traffic
Online
audience
measurement
tools
Track
and
measure
social
media
Social
media
management
and
marketing
Source:
Tukaiz.com,
April
2010

29. Brain.
Hurts.

30. “The
single
most
reliable
indicator
of
a
company’s
ability
to
grow.”

31. Detractors:
Passives:
Promoters:
Unhappy
customers
Unenthusiastic,
Loyal
enthusiasts
can
damage
your
vulnerable
to
who
buy,
refer
and
competitive
offerings
fuel
growth
brand
%
% Detractors
(0-6) NPS
Promoters
(9-10)

32.
a.k.a.
The
Beyonce
Score
“If
you
liked
it,
then
you
shoulda
put
a
ring
on
it”

34. Marketing
UX Research

35. Common
Ground

36. UX Practitioners Marketing Research
Love… Data Data
Listening Listening
Direct observation Direct observation
Problem solving— Yep!
that Aha! moment
when it all makes
sense

37. UX Practitioners Marketing Research
Use these tools…
Contextual explorations Focus groups
In-depth UI interviews In-depth interviews
Remote usability testing Remote interviews
Ethnography Ethnography
Co-discovery methods Dyads, triads
Pluralistic Structured visioning
walkthroughs sessions
Etc. Etc.

38. UX Practitioners Marketing Research
Think they are…
The most The most important
important person person on the
on the Technology Marketing team
team
Know they are …
The most The most
misunderstood misunderstood
person on the person on the
Technology team
Marketing team

39. UX Practitioners Marketing Research
Are in …
The customer YES!
experience
business!

40.
“Usability
is
no
longer
just
about
effectiveness
and
efficiency,
it’s
about
creating
meaningful
experiences
for
your
customers.”
David
Kozatch,
DIG
November
2010,
IxDA
presentation

41. The
Pyramid

42. 1. Why is this happening?
2. Why is it important to get together?
3. What can you do about it?

43. Think
of
ways
of
working
together

44. Get
real:
focus
on
qualitative:
• Less
about
“time
to
task”
• Integrate
external
info
sources
• Integrate
internal
sources
• Help
answer
the
“why”
question

45. Build
“smart
personas”
using:
ü Onsite
Web
analytics
ü Offsite
analytics
ü Other
primary
research
(e.g.,
surveys,
focus
groups)

46. Integrate
UX
into
VoC
program:
• Leverage
intranet
for
research
• Publish
and
share
project
updates
• Help
marketing
w/
unstructured
data

47.
Cross
disciplinary
training!

48. Bring
other
departments
into
the
mix…
Marketing
UX
Marketing
Research
Advertising
Sales
Product
design
Customer
Service
Etc.

49. Q:
When
was
the
last
time
you
attended
a
meeting
in
which
someone
from
senior
management
or
marketing
discussed
goals
for
satisfying
customer
experiences—both
online
and
offline—across
a
broad
range
of
communications
channels?

50. ‘Chief
Experience
Officer’
J.
Allard,
former
CXO/CTO
Ingrid
Lindberg,
CXO
CIGNA
Microsoft’s
Entertainment
Division

51. You
can
make
the
first
move
…

52. Contact Information
• David Kozatch, Principal Web:
Ph 646.416.6784 www.digsmarter.com
david@digsmarter.com
Blog:
• Susanna Kirk, Senior
blog.digsmarter.com
Analyst
Ph 617.475.5105
susanna@digsmarter.com