Experience Strategist
twig+fish
With 30 years of experience, Meena has consulted to emphasize the strategic value and positioning of qualitative research in the design of product, space and service.
Leadership By Design 2021
The Cost of Not Conducting Qualitative Research in Organizations
When we fail to include the human story in the designs of our products and services, we fail humans. twig+fish has worked with global customers and we frequently hear the same challenges: no time, budget, or value to qualitative research output. Products suffer when they are not anchored in the human story, and the humans who create and use them struggle even more. Rather than talk about the ROI of conducting qualitative research, twig+fish began to study the cost of not doing it.
Meena Kothandaraman shares the results of this internal study that looks at the costs to organizations who have left their decision-making to sources other than the wisdom and insights gained from qualitative research.
Expired
$25
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