What is quality research?

Quality research is a scientific process that allows CX teams to understand more profound behavior and thinking of customers through different methods. 

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What are the characteristics of high-quality research?

Characteristics of high-quality research are:

• clear, unbiased questions
• sampling methods of the group of participants to create a credible representation of the target audience
• proper use of targeted questions
• avoid making assumptions and implications of desired answers
• not being invested in the project to prevent bias
• evaluations include solutions for short-term and long-term goals 

What is CX quality research for?

Quality CX interviews' role is to gather data through in-depth interviews and define your customers’ needs more precisely, rather than only doing digital research(e.g., googling) and base your decisions on data from reviews, social network platforms, and such.  

The results from CX interviews will give you insight that will create a strategic solution to your CX problems.  

Guidelines for conducting CX quality research

1. Define what goal you're trying to achieve

There is no use in spending resources on interviews if you're aimlessly wandering around. Instead, define your end goal and slowly work towards it. You need to determine specific questions that will bring you to your solution. 

2. Choose what method of quality research you will conduct

First, you need to determine which method will produce the best results for your research.

Here are listed some methods used in quality CX research:

• Ethnographic market research - based on observing human behavior in their natural environment instead of communication established during interviews. Ethnographic research allows CX teams to gather data from multiple sources, enabling CX teams to compare it against participants' statements and determine how impactful those statements are. 
• Digital diaries - collects specific information about customers through a particular period that allows more personalized data gathering, which in accumulation can provide insights traditional methods can't.
• Focus groups - a popular way for CX research teams to gather 5-15 people from the target group to give feedback on a service or a product. When using this method, it is best to create a few groups in several locations to avoid bias when generalizing.
• In-depth or customer interviews - allow CX teams to capture detailed and unbias data on customers' perception of a specific service or product. These interviews are individual and give accurate information, but require more time to conduct.

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3. Define length and location

With quality CX research, the focus isn't on the number of questions, unlike in surveys. Instead, the focus is on the interview's duration to avoid exhausting participants and facilitators in the interview phase. Ideally,  interview sessions will last around 60 minutes (with intro and debrief of participants included). 

As for location, it can be based on-site and remote, depending on what would fit you better. 

4. Question type to use in interviews

Answers you get from CX research won't be measurable, and the amount of data will be overwhelming, but interviews will give you incredible long term results on your ROI.

5. Be aware of CX quality research shortcomings.

CX quality research, as all things do, has some shortcomings. It is important to stray away from leading questions that influence your participants. Asking questions in a certain way can make participants answer them in a way you want to hear it. 

For example, what do you like about the delivery options? - will set your participant to focus on positives instead of focusing on what enlightens or bothers them. 

This kind of approach from the CX facilitator could lead the customer and produce findings based on the facilitator's bias or emotions. 

Conclusion

Customer experience quality research can be of great use to your brand and products. They cannot replace surveys and other research methods, but quality research is undoubtedly just as important. 

Quality research will be one more tool that will help you to grow and create a better customer experience while gaining a deeper understanding of your customers. 

What you get out of quality research

CX teams will gain many insights that will allow you to group and prioritize problems that occur in your customer journey. CX teams will know how to delegate which part of the task and know what will yield you the most benefits. 

You will also be able to use data (KPIs) to compare in future years to see what kind of progress your product and your CX team is making.

How long does it take to carry out quality research?

It can take about 3-4 weeks to gather participants from the target demographic, conduct interviews, compile data, analyze findings, and create a solution. 

Why is SuperSuper the right agency to perform experience customer research?

You, as a client, might be wondering the following: 

• will quality customer research fit into our production schedule?

• will quality customer research improve conversions and experience?

• how long will it take to receive the final report?

• will the report be actionable and functional? 

• Will we have good communication with the agency?

Rest assured that we understand you and that the product will be ready at the agreed time, actionable, high-quality, and bespoke communication. We have 11 years of working experience with various sized companies through different stages. 

SuperSuper developed a skillset with you in mind. Our communication and deliverables are designed and presented so you can start implementing them immediately. There is no need to overburden your team with quality customer research.

SuperSuper Agency offers high-quality quality customer research; send us an email if you need any help.

Cost analysis

It depends on how detailed your research needs to be and what your internal CX team can do. 

If you are going to do it yourself, it might be a cheaper option, but it might turn out more expensive if your CX team has too many tasks to carry out. 

If you are going to hire an external agency, prices start from $5,500 and depend on the number of platforms and target audiences. 

SuperSuper Agency offers high-quality customer experience research consultation and design, send us an email if you need any help.

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