Lets get Together, People:

Why UX Practitioners and Marketing Researchers need to join forces NOW.

David Kozatch, DIG

@dkozatch

UX Marketing/Marketing Research

Sales Guys on the 3rd floor?

We’re different.

UX Practitioners

Left brain

Poke stick at: users

Practical, measurable actions and responses

Marketing Research

Right brain

Poke stick at: customers

Emotional responses

UX Practitioners

Marketing Research

“Achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use”—as defined by ISO 9241-11

Deliver a compelling brand message, or promise, that leads to a sale

UX Practitioners

Marketing Research

Human factors / HCIInformation design LogicComputer science

Sociology PsychologyAnthropology Statistics

UX Practitioners

Marketing Research

UX Practitioners

Marketing Research

How users

relate to proprietary

Technology Customer

needs and desires

as they relate to the

“Brand”

WTF?

UX

UX

UX

Marketing

Research

Mar

ketin

g Res

earc

h

Marketing Research

Mar

ketin

g

Resea

rchUX

The

Big 5. (plus 1) 1. Surveys

2. Focus Groups3. Personal interviews4. Observation/Ethnography5. Field trials/test markets6. “Big Data”/Analytics

The heat is on.

Old…1. Awareness2. Consideration3. Inquiry4. Purchase5. Retention

Customer Journey.

Old…1. Awareness2. Consideration3. Inquiry4. Purchase5. Retention

New…1. Awareness2. Consideration3. Trial4. Conversion5. Loyalty6. Advocacy

Customer Journey.

Convert to a user or the dog gets it!

Persuasive design.

Trust = Loyalty?

% Promoters (9-10)

% Detracto

rs (0-6)

NPS

Net Promoter Score.

a.k.aThe

Beyonce Score

“If you like it, then you shoulda put a ring on it”

Advocacy.

Awareness

Conversion

Loyalty

Trial

Consideration

Advocacy

(New) Customer Journey..

UX MR

Gamification, data mining, Web 2.0,

Off-site web analytics, etc.