Breaking Down the Silos: Usability Practitioners Meet Marketing Researchers

“Being a consultant with experience in both traditional marketing research and user experience and usability gives me a unique perspective on a broad range of issues relating to customer experience. Not only do I have a good idea of what the other discipline does, I am a practitioner of the other discipline. However, in attempting to play both roles at once, I often find that client companies keep these two disciplines locked up in separate silos—usability research within IT and marketing research within the Marketing Services department. This can have a serious impact on the sharing of information relating to customer experience.” (David KozatchUXmatters)

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