Modern Research Methods in the Field of Customer Experience

• Autorzy: Michał Ścibor-Rylski , Marta Reducha , Jędrzej Ochremiak

Warianty tytułu

Nowoczesne metody badawcze w obszarze customer experience

• Języki publikacji: EN

Abstrakty

EN

Customer experience studies are an important component of research portfolio of every significant research agency. The main goal of this article is to show the key areas for CX and types of research which conducted in the field. The article also features two latest tools examining customer experience developed by Kantar research agency: the qualitative tool based on gamification - "Our City" and the quantitative one called CX+. The underlying premises of both tools and the areas of applications with their unique contribution in the CX research process have been described as well. (original abstract)

Badania customer experience stanowią ważny punkt oferty każdej liczącej się agencji badawczej. Głównym celem artykułu jest pokazanie obszarów kluczowych z punktu widzenia CX i rodzajów badań w nich prowadzonych. Dodatkowo przedstawione zostały dwa najnowsze narzędzia do badania customer experience rozwijane przez agencję badawczą Kantar: oparte na grywalizacji jakościowe "Nasze Miasto" oraz ilościowe CX+. Opisano założenia stojące za obydwoma narzędziami i wskazano obszary zastosowań wraz z zaznaczeniem ich unikalnego wkładu w procesy badania CX. (abstrakt oryginalny)

Słowa kluczowe

EN

Customer Experience Management (CEM); Market research; Gamification; Research methods

PL

Zarządzanie doświadczeniem klienta; Badanie rynku; Grywalizacja; Metody badawcze

• Czasopismo: Marketing i Rynek
• Rocznik: 2019
• Numer: nr 10 Experience Marketing - Research, Ideas, Opinions (2)
• Strony: 14--21

Twórcy

autor

Michał Ścibor-Rylski

• University of Warsaw

autor

Marta Reducha

• Kantar Polska

autor

Jędrzej Ochremiak

• Kantar Polska

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Identyfikatory

DOI

10.33226/1231-7853.2019.10.2