Open AccessHumanizing Quant and Scaling Qual to Drive Decision‐Making
Author(s) -
MORRIS LAUREN,
GATI REBECCA
Publication year - 2018
Publication title -
ethnographic praxis in industry conference proceedings
Language(s) - English
Resource type - Journals
eISSN - 1559-8918
pISSN - 1559-890X
DOI - 10.1111/1559-8918.2018.01225
Subject(s) - customer engagement , analytics , customer satisfaction , knowledge management , qualitative property , marketing , service (business) , computer science , psychology , business , data science , world wide web , social media , machine learning
The Amazon Prime Video User Experience (UX) Research team endeavored to balance qualitative and quantitative insights and translate them into the currency that drives the business, specifically customer engagement, to improve decision‐making. Researchers conducted foundational qualitative research to uncover what matters most to Prime Video customers, translated resulting insights into a set of durable, measurable customer outcomes, and developed a global, longitudinal online survey program that validated the importance and perception of these outcomes at scale. Researchers then systematically linked customers’ attitudinal survey results to their usage patterns and overall satisfaction with the service. The resulting data showed how investing in improving a customer outcome is likely to increase service engagement, thus closing the loop between insights and business metrics for the first time. Prime Video executive leadership has not only embraced this integrated qualitative‐quantitative system, but now uses it to prioritize projects on behalf of the customer. UX Research has shifted Prime Video culture from relying on analytics data alone and toward seeking comprehensive evidence to drive strategic decision‐making.