One of the many things I took away from Mex 2008 was the importance of using qualitative research to help define user experiences.
Dr Norman Lewis, chief strategy Officer of Wireless Grids Corporation encouraged his audience to observe the wants and needs of children and teenagers (as well as adults) as a way to provide rich digital user and brand experiences.
So many digital projects I have worked on over the last few years have relied on team assumptions based on subjective opinion and audience segmentation reports.
As a freelancer the biggest challenge I used to encounter on a regular basis was getting producers and account directors to persuade clients to incorporate research (and testing) into a budget.
