1 day virtual workshop
March 30, 2023, 8:00 am-4:00 pm PT
When you look at your research calendar, is it organized by functional silos or holistic outcomes? Are your stakeholders asking you to gather more data or derive more meaning and coherence from the insights you already have?
In this workshop, you’ll learn how to pose and answer unasked questions to fill the information gaps that challenge your ability to deliver impact-driven insights. We’ll explore the unique role of the researcher in “data-driven” environments to engage and practice a mixed methods mindset.
Together, we’ll examine opportunities to:
Join data from across the organization in order to identify and prioritize what matters most to customers, focusing on root causes
- Frame data and insights with customer journey mapping tools to bring teams and data together
- Manage incoming research requests to optimize for cross-functional learning
- Acknowledge and address barriers to creating a blended data culture at your organization
Target audience
Mid- and senior-level UX/CX researchers and their managers
Pre-requisites
3-5 years experience with qualitative and/or quantitative research methods in support of product development, product marketing and/or customer experience strategy and insights.
Take-aways
You’ll learn how to:
- Turn measurement into meaningful action by developing a “voice of customer” program with whatever resources you have today. Centralize interpretation of data from across the organization so you can approach customer problems holistically
- Run a cross-functional journey mapping sprint that fits into everyone’s schedules to share data, evaluate current state and discover opportunities, together
- Maximize the potential of individual UX research touchpoints to democratize direct contact with customers
- Apply Customer Experience (CX) metrics to dimensionalize the impact of individual touchpoint improvements on the end-to-end experience/customer relationship
Agenda
1. INTRO + ICE-BREAKER
- Review participation tools
- Preview agenda
- Ice breaker/discussion
2. DATA MINDSETS & BELIEF SYSTEMS</strong
Traveling up/down the information hierarchy
- Lecture: Mixed methods mindset
- Group discussion/activities
3. DATA > INFORMATION: RESEARCHER AS SENSE-MAKER
Collecting and organizing data for meaning by managing for context
- Lecture: Using customer experience/journey as lens to bring data together
- Individual reflection prompt and share back
4. INFORMATION > KNOWLEDGE: RESEARCHER AS CONNECTOR
Making insights generation a team sport
- Lecture: Facilitating experience mapping sprint to share data, crowdsource hypotheses, expose data gaps (a good thing!), and distribute opportunity and ownership across end-to-end customer experience
- Activity: How to run a cross-functional experience mapping sprint
- Individual or small group break-out sessions
- Share back to large group
- Discussion – Common problems? Solving together.
5. KNOWLEDGE > WISDOM: RESEARCHER AS CULTURAL SHAPESHIFTER
Shifting internal culture and mindsets with relationship- and trust-building
- Lecture: Making the case
- Group activity/discussion
6. WRAP-UP
- Recap key themes
- Final Q&A
