Veronica Naguib is the Managing Director of ImpactSense, an insights business who are disrupting the way consumer research is done today. She previously headed up CX teams, managing UX and Service Design processes. This is an important element of running a research business - understanding the need from a practitioner’s perspective and ensuring all insight is actionable.
Some of the clients Veronica’s worked with include Bupa, Sony PlayStation, Vodafone, British Airways, Greyhound Buses, British Gas, Channel 4, Ministry of Defence, TfL, NHS, Speedo, G-Star and more.
Generally speaking, consumer research doesn’t happen as often as it should and when it does it’s not always that actionable. Our study on the effectiveness of research with 1,000 participants globally shows that only 15% find the insights they generate to be very actionable and this drops to 12% for Experience Teams, which is a shame as product and experience teams need actionable insight the most...