Breaking Down the Silos: Usability Practitioners Meet Marketing Researchers

Being a consultant with experience in both traditional marketing research and user experience and usability gives the author a unique perspective on a broad range of issues relating to customer experience. Not only does he have a good idea of what the other discipline does, he is also a practitioner of the other discipline.

However, in attempting to play both roles at once, he often finds that client companies keep these two disciplines locked up in separate silos—usability research within IT and marketing research within the Marketing Services department. This can have a serious impact on the sharing of information relating to customer experience.

Breaking Down the Silos: Usability Practitioners Meet Marketing Researchers