Industry report reveals organisations are investing more in customer experience research
UserTesting, a leader in experience research and insights, today released the 2023 Experience Research Industry Report, a compilation of both the UserTesting and UserZoom annual surveys that revealed interest in human insights, also referred to as experience research, continues to grow as more companies see the value in knowing how their customers use and interact with their digital products and experiences. In fact, 40 % of respondents claim that budgets have increased and 50 % are holding steady, while demands for experience research across organisations have increased by 61 %. More than half of respondents said they can barely keep up with the organisation’s demand for insights over the last three years. Additionally, 80 % of respondents reported that their executives are increasingly prioritising and investing in customer experience.
The 2023 Experience Research Industry Report revealed three key trends highlighting the growing importance of the discipline and its impact on business strategy and operations:
Demand for experience research continues to increase
Demand remains high for customer insights, 61 % of respondents claim that demand for experience research and insights is increasing in their organisations, with the frequency of testing doubling over the course of the past decade, since the inaugural report in 2013. Findings also show a healthy investment and overall stability of the practice, with 90 % of respondents saying that their budgets have increased or stayed the same over the past year.
Value of experience research is growing as more teams leverage it across the organisation
The increase in demand for experience research has been highlighted by respondents across many organisations that described the wide array of value that comes from experience research, including improving customer satisfaction (75%), brand perception (68%), driving revenue (69%), and reducing costs and mitigating risks (51%). From an organisational perspective, the benefits of human insight have scaled, respondents highlighted that more departments, beyond just their UX teams, are conducting experience research on their own that includes product management (14%), marketing (14%), market research teams (14%), and customer experience teams (18%).
Organisations are becoming more systematic with human insights
The survey revealed that the discipline of user testing and user research has matured and grown in sophistication in the past decade. Back in 2013, 64 % of respondents claimed their organisation did not have a dedicated usability team, and 44 % said they only had a team of two to five people focused on it. Today, in 2023, in large part due to developments in digital-first experiences and maturity of the user experience and research discipline, 64 % of respondents said their companies now even have dedicated ResearchOps teams to help scale human insights and operationalise their experience research processes. Also, 82 % of respondents reported that user feedback is now incorporated into their daily processes and decision making, highlighting the value and impact experience research has on the business.
“We have the privilege of partnering with thousands of organisations that prioritise customer-centric insights for more informed decision making, and we find it inspiring. It’s encouraging to see many of these companies innovating in areas of experience research and creating winning digital products and experiences that drive business growth and customer loyalty. Those companies that do not embrace this mindset, risk losing both customers and market share to their more customer-focused competitors,” said Dana Bishop, vice president of experience research strategy at UserTesting. “In today’s macro economic climate, customer attitudes and behaviours are changing rapidly, and companies need to be able to understand and adapt their products and experiences to address the changing consumer sentiment. Having access to experience research and insights is imperative to an organisation’s success.”
To access the full UserTesting 2023 Experience Industry Report, click here.
