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Toolbox

Conducting an Experience Investigation: A CX Approach That Adds Depth and Dimensionality to the Discovery Phase of Your Research

January 4, 2023 Toolbox 0

Show your clients a vivid picture of what it’s like to be one of their customers by delivering an Experience Investigation. Using a Customer Experience (CX) mindset, go beyond rational and conscious observations to better understand how expectations, emotions, subconscious clues, and behavioral psychology affect how customers feel toward a company. The article is a useful primer on how to pay attention to, capture, and evaluate the signals firsthand that create the emotions that can either attract or repel customers. […]

Travelwise

“Buen Camino” to Our Milestone Pilgrimage–85 Miles of Learning and Reflecting from the Camino de Santiago

December 19, 2025 Travelwise 0

Two seasoned qualitative researchers turn an 85-mile journey on Spain’s Camino de Santiago into a powerful lens on reflection, connection, and the craft of insight. Blending ancient pilgrimage traditions with modern research sensibilities, they uncover lessons about traveling light—both physically and mentally. Their week-long trek is a story of movement, meaning, and the surprising clarity that emerges when we step away to walk with intention. […]