It was a cold winter afternoon in downtown Chicago when I arrived to meet the Senior Vice President of Marketing at a leading consumer lending company. His concern was straightforward: their website was underperforming. Conversion rates were significantly lower than those of competitors, and no one seemed to understand why.
Why Traditional UX Research is a Trap Let us let you in on a secret: People are terrible witnesses of their own behavior. We say this not out of judgment, but science. Ask ten people how they navigate a website and you’ll get confident, articulate answers that sound very…
In today’s digital world, there is a persistent gap between what people say they do and what they actually do. This was the central premise guiding our recent study with one of the world’s most iconic women’s magazine brands. The goal? To understand how modern women engage with the brand,
One of the most persistent misconceptions in marketing today is the idea that consumer behavior is stable across contexts. It is not. Let me begin with a simple illustration from our everyday digital lives. On LinkedIn, you might present yourself with polish and precision, carefully crafting your words, choosing what
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