Qualitiative Research

Qualitative Research for Customer Understanding and Empathy: In-Depth Interviews

About the Author
Colin McGee
Colin McGee has developed and embedded customer experience capabilities for Fortune 500 clients for 10+ years. He leads our Experience Design Practice and the company’s digital transformation and modernization efforts for financial services, automotive, and retail clients, increasing revenue while decreasing cost-to-serve measures. He believes in designing solutions rooted in data and empathy to remove subjectivity from design.

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