March 5-6, 2019

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Broaden Your Agile Skill Set: How to Combine Consumer Insights and Experience Design Approaches to Get Deeper Insights Faster

Room 3 | 1:30-2:00 | Tuesday, March 5, 2019

Experience design (XD) researchers were some of the first in organizations to apply agile principles, using specialized methodologies to iteratively design, build and test solutions while exploring behaviors, perceptions and attitudes in-context. As marketing and product teams look to be more agile, what can insights professionals across industries learn from XD approaches?

Consumer insights teams often rely on big data or large ethnographic studies to understand context and behavior. Although XD research has a lot in common with consumer insights, it also uses unique approaches to drill deeper into the “why” and “how” of consumer shopping and usage decisions. By combining the best-in-class methods from consumer insights and XD research, teams can better bridge the gap between what consumers say and what they actually do.

Since XD researchers typically collaborate closely with design and development teams applying agile methodologies, their processes have been optimized to fit into shorter development cycles. Combining XD research approaches to consumer insights challenges can also help teams streamline traditional workflows related to rapid, iterative development.

In this presentation, American Family Insurance Digital Research Scientist Jane Roach and Digsite CEO Monika Wingate will discuss agile development and experience design approaches as well as methods and techniques that can be applied across industries. Jane will also share examples of how she has blended XD research with market research to build a complete view of the customer.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Industry trends – future of marketing research
  • New techniques – qualitative and quantitative


  1. How user experience research bridges the gap between what consumers say and do.
  2. The similarities and differences between XD research and market research.
  3. How to combine market research and XD research approaches to drill deeper, faster.


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