Combining UX Research, Marketing Research, and Web Analytics to Build a

Complete View of the Customer

Alex GenovHead of UX Research and Web Analytics

Zappos

2

Housekeeping©

2015 QUALTRICS LLC.

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Alex Genov, Ph.D.Head of UX Research & Web Analytics, Zappos

Alex is an experienced customer research professional who applies his Social Psychology background and his passion for research, design, and innovation to the software industry.

Alex leads UX Research and Web Analytics for the Zappos Family of Companies.  In previous positions, he was responsible for research and usability of the products and services for companies like TurboTax (Intuit), State Farm Insurance, and the Active Network.   He has over 15 years of relevant experience – 5 years of academic research and over 10 years of customer research in the software industry. Alex received his PhD in Experimental Social Psychology from Clark University.

©2015 QUALTRICS LLC.

Introspection

Experimentation

Self-report (Surveys)

Big Data/Analytics

Non-verbal Emotion Tracking

METHODS

Pencil and Paper

Mechanical Instruments

Desktop Computers

Mobile Devices

Ubiquitous Computing

TECHNOLOGY

Why: Zappos innovates to bring happiness to its customers

How: Best customer service ever

How: Best selection

How: Great Digital Customer Experience

How: Deeply understanding customers

MarketingProduct

Org

Research

ResearchResearch

Who is our customer?

CUSTOMER CUSTOMER CUSTOMER

Marketing Research Web Analytics UX Research

‘Someone who responds to our marketing messages’

‘Someone who clicks around on our website’

‘Someone who has these needs, goals, and feelings’

The Big Idea: No silos to understanding customers as people!

CUSTOMER CUSTOMER CUSTOMER

Marketing Research Web Analytics UX Research

‘Someone who responds to our marketing messages’

‘Someone who uses our website in these ways’

‘Someone who has these needs, goals, and feelings’

CUSTOMER

Marketing Research

Web Analytics

UX Research

A Person

Company Culture Maters!

Working Without Silos: A case study

Psychographic Market Segmentation

4,000 Online Shoppers Consumer segments

Five main survey sections

• Screener/demographics• Behavior and

preferences• Brand loyalty • Brand perception

mapping• Choice-based Conjoint

2,000 Gen Pop | 2,000 Zappos

In-Depth Survey

Emotional v

$

$$

$ $$

$$Transactional

$

Existing Customer Database Mining

Research Sample (N=2000) Customer Database (N=millions)

‘Look-alike’ Modeling

In-depth Phone Interviews

“The site should say ‘I know that you

bought this shoe in this size in this color

whatever it is, and therefore this is

what we recommend to you because

we are paying attention to you.”

The Result

MarketingProduct

Org

Research

Research

Analytics

Design

When we ask executives, What is the number one innovation killer at your company?, one of the first words we always hear, always, is “silos!” Recently, one executive even muttered, “fortresses.”

The First Two Steps Toward Breaking Down Silos in Your OrganizationBy Vijay Govindarajan, AUGUST 09, 2011

SHOPPER

USERCALLER

VISITOR

PERSON

Takeaways:

• Understand the person, not the “shopper”

• No silos when it comes to customer understanding

• Use complementary research methods

• Inform the business as a whole

• Culture matters!

Q&A

Thank You!