March 5-6, 2019

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Future-Proofing MRX by Humanizing Measurement

Room 1 | 1:30-2:00 | Wednesday, March 6, 2019

Experience enhances everything and in today’s experience economy, brands and organizations that lead with an experience strategy grounded in solid research are winning our hearts, minds and dollars. Current approaches don’t craft research and feedback touchpoints from a human experience perspective though.

How long until getting someone to answer just one survey question is too much? It’s likely sooner than we think unless we start collecting feedback in a new way. We must consider the end-to-end research experience in the context of all brand touchpoints.

Step into the future of measurement with Tricia as she sets the stage for researchers to think more like event people and less like IT specialists in order to gain empathy and traction.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Customer experience
  • Industry trends – future of marketing research


  1. Why the respondent experience matters; an industry call to action.
  2. What does it mean to humanize MRX; what should we be considering?
  3. Three method-agnostic tips to “shift the burden” from respondents to researchers to improve the feedback experience.


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