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Modern research methods in the field of customer experience

Customer experience studies are an important component of research portfolio of every significant research agency. The main goal of this article is to show the key areas for CX and types of research which conducted in the field. The article also features two latest tools examining customer experience developed by Kantar research agency: the qualitative tool based on gamification – „Our City” and the quantitative one called CX+. The underlying premises of both tools and the areas of applications with their unique contribution in the CX research process have been described as well.

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Keywords: customer experience; market research; methodology; gamification

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