Because Knowing is Half the Battle
When Apple exploded onto the scene with their iconic 1984 introduction to the Macintosh, they immediately cemented their reputation as an innovation-oriented firm that breaks from the status quo—disruptive and non-conformist in every way and ready to challenge established thinking head-on. This is not your ordinary company. This is not your ordinary product. This is, in fact, a revolution—a new way of thinking. They later said it more maturely in their 1997 Think Different campaign. One could troll about the bad grammar in comment threads on YouTube, but the message was clear: “The people who are crazy enough to think they can change the world are the ones who really do.” They think differently, and you can, too.
The Trend in Needing Design Capabilities
Frustrated with your current retail customer experience? Don’t worry. It’s changing rapidly, and as consumers, we have a lot to look forward to.
I hear a lot of talk these days about UX (user experience) being a subset of CX (customer experience), because UX is traditionally only about creating digital products. Or I hear from the other side that UX means everything, and encompasses CX. But as the physical and digital worlds continue to merge in an ever more blended fashion, so too must UX and CX.
Qualitative research is possibly the least understood type of primary research at most companies. In fact, most companies have never performed it before. If you grew up in the user experience or service design disciplines, you will likely be familiar with qualitative research and in-the-field ethnographic studies.