Customer experience research or design research is a form of user research for creating products, services or experiences that respond to human needs. It helps one discover the underlying patterns of user’s behavior and experiences that drive decisions to choose products and services. This approach opens hidden opportunities for businesses to differentiate and innovate over tweaking current designs based on analytics. Design research provides a set of met, unmet and latent needs of a user or set of users allowing businesses to create solutions that marry the emotional demands of the market and leave a lasting impact.
KPMG in India’s design research service:
Helps ensure that every business can kick-start their innovation journey by strategically designing products and services through learnt user behavior and experiences
Customer experience research with an online retail giant for senior consumers
Discover and define the needs, desires and aspirations of urban senior consumer(s) ages fifty-five to seventy-five today in India which includes inclusion and innovation opportunities for the industry.
KPMG in India’s experience, innovation, and intervention
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