NEWS16 May 2023

Survey finds increased uptake of CX research

CX News North America UX

US – Organisations are increasingly demanding customer experience research and insights, according to a report published by UserTesting.

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A majority of professionals surveyed for the research ( 61%) claimed that there is increased demand for experience research within their organisations, and 90% of respondents said that their budgets for experience research and insights have increased or stayed the same over the past year.

Two-fifths ( 40%) of respondents said that budgets are growing for this type of research, 50% have stayed the same and 10% have decreased.

The 2023 Experience Research Industry Report is the 10th annual survey issued by UserTesting and UserZoom, who conducted an online survey with 1,857 professionals about how their organisations are approaching customer experience and conducting experience research.

The survey included responses from individuals based in Australia, Canada, France, Germany, India, Singapore, Spain, the UK and the US, across job roles including product management, marketing, market research and design.

The study also found that 64% of respondents reported that their organisation has a dedicated research operations team, and 82% said user feedback is now incorporated into their daily processes and decision making. In contrast, research carried out by UserTesting in 2013 found that 64% of respondents said their organisations did not have a dedicated usability team.

Dana Bishop, vice president of experience research strategy at UserTesting, said: "In today’s macro economic climate, customer attitudes and behaviours are changing rapidly, and companies need to be able to understand and adapt their products and experiences to address the changing consumer sentiment. Having access to experience research and insights is imperative to an organisation’s success."