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It can often seem like UX is the end game, that we finally have a term that encompasses and explains the work that we do – accurately. That might not be the case.
Qualitative user research is about exploration. Exploration is about the journey, not only the destination (or outcome). Gaining information and insights about your users through interviews, usability testing, contextual, observations and diary entries.
ResearchOps democratizes customer insights and makes everyone take responsibility for creating great customer experiences.