This week, I had the pleasure of speaking with Alex Genov, Head of Marketing Insights and Customer Research at Zappos. We discussed the tension between academic research and its application in organizations, and how the human aspects of research found in qualitative studies get overlooked. As Alex suggests, the key is fine-tuning the balance between the two, taking the time to understand where your limits and your customer’s needs meet. That's where you’ll find the practical, scalable solutions, instead of taking a cold average of human experience. 🟠About Alex Genov Alex is an experienced customer research professional who applies his Experimental Social Psychology background and his passion for research, design, and innovation to solving important customer and business problems. His professional goal is to help teams create remarkable products and services which make people’s lives easier and more enjoyable. Currently Alex is leading Customer Research for the Zappos Family of Companies. In previous positions, he was responsible for research and usability of the products and services for companies like TurboTax (Intuit), State Farm Insurance, and the Active Network. Alex has a PhD in Experimental Social Psychology and over 25 years of relevant experience – 5 years of academic research and over 20 years of customer research in the software industry. Alex’s areas of expertise include: defining and measuring emotions, the psychology of individual differences, usability, market research and consumer segmentation, customer experience research and strategy. 🟠Connect with Alex Genov Follow Alex on LinkedIn: linkedin.com/in/alexgenov/ Get Alex's book here: https://www.amazon.com/Forget-Customer-See-Person-uncertain/dp/B0B14MBQRZ/ref=sr_1_1?qid=1652977263&refinements=p_27%3AAlex+Genov&s=books&sr=1-1&text=Alex+Genov 🟠Would you like to read the full interview? Get the summary on our blog at https://voicesofcx.com/making-qualitative-cx-data-practical-and-scalable-alex-genov/ 📧 Subscribe to the Worthix Newsletter 📧 👉 https://bit.ly/newsletter-voices-of-cx 🟠Connect with the Voices of CX Follow Worthix on LinkedIn https://www.linkedin.com/showcase/voices-of-cx-podcast/ Follow Mary Drumond on LinkedIn https://www.linkedin.com/in/marydrumond/ And Follow Mary Drumond on Twitter: @drumondmary 🟠About Voices of CX Podcast The Voices of CX Podcast is a podcast that covers all things business strategies, customer decision insight, empathetic leadership practices, and tips for sustainable profitability. With a little bit of geeking out on behavioral science, A.I. and other innovation sprinkled in here and there. The guests span multiple industries, but all of them have years of experience to bring to the table. 📩Got something to say about CX or want to be featured on the show? Let us know! Email us at [email protected]

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related