Home Blog Thought leadership Winning research agency strategies: Connecting research & human experience

Winning research agency strategies: Connecting research & human experience

At Forsta, we get to see both sides of the research and experience industry. Not only do we work with hundreds of research agencies around the world; we also work with some of the world’s most dynamic and forward-thinking client organizations.

Many of the world’s largest companies use our technology to understand their audiences, identify opportunities and improve experiences.

This unique position has helped us see how successful innovators are bringing together the disciplines of Customer Experience, Customer Insights and Market Research. They overcome internal silos to pursue a holistic understanding of their most important stakeholder: the customer.

We believe this philosophy will shape the future of the research & experience industries, and we have a name for it.

We call it Human Experience, or HX.

Human experience unites the capabilities, data and technologies that help companies understand the people they serve. It’s underpinned by software, but it’s really a philosophy and a framework.

It’s about creating joined-up insights about people – be they customers, colleagues, patients, citizens or any other group.

These whole person insights come from connecting qualitative and quantitative research; integrating behavioural data with feedback; and working across market research, user research, customer experience and employee experience teams.

Many research agencies already do this and are capitalizing on the movement to HX. The benefits they see include:

  • Better quality insights for their clients that combine different signals and methods
  • Agency growth from new customers beyond the traditional market research or consumer insights department
  • New revenue streams with income from continuous monitoring, behavioural data or strategic workshops – not only primary research
  • Higher revenue growth from new HX categories: CX Management, for example, is forecast to grow at 18% annually between 2021 and 2026 [1] – vs 3% for established market research [2]

This ‘shift to HX’ manifests itself in several ways, such as adding experience management to research capabilities or design insights projects that seamlessly connect quantitative and qualitative perspectives.

Dublin-based agency W5, for example, measures business customer satisfaction with voice, mobile and data services for eir Large Business using Customer Effort (CE) and Net Promoter Score (NPS). This program helped to deliver reduced churn, improved revenue and significant long-run cost reductions.

Elsewhere in the world, Brazilian research consultancy Albar Research wanted to understand the roots of childhood obesity across Latin America. They combined online surveys and smartphone diaries to collect rich insights from parents and children across the region.

There are many more examples like this elsewhere on the Forsta website, where you can read stories of agencies building human experience capabilities around a core of market research.

More winning strategies for Market Research Agencies

Read more about Forsta’s take on the coming golden age for research agencies, and the key strategies being implemented in our full white paper.

Related stories

Customer experience

Unleash the power of the spoken word

Unleash the power of the spoken word Our modern lives are encoded in data. We spend hours on our phones, in virtual meetings, on social media and much more. This unprecedented creation and demand for human-centered data is driving a shift in Experience and Research industries. A shift from passive feedback to active conversations. A […]

Read more
Unleash the power of the spoken word
Customer experience

Sharing our 2022 predictions for CX professionals

Sharing our 2022 predictions for CX professionals Forsta hosted a webinar with guest speaker Judy Weader, Senior Analyst at Forrester, and our very own Chris Brown, VP of CX Consulting, covering top predictions for 2022. We’ve outlined these predictions below, but the full webinar is also available on-demand including more detailed examples of how CX leaders are […]

Read more
Sharing our 2022 predictions for CX professionals
Customer experience

Size up your Customer Experience

Size up your Customer Experience Ever wondered how you measure up against your competitors? Or against the very best organizations in any industry? Where would you even start? Fret no more – we’ve got you covered.   We’re proud to introduce you to HX Benchmarks, a tailored benchmarking service developed jointly by Forsta and one of […]

Read more
Size up your Customer Experience

Learn more about our industry leading platform


Get industry insights that matter,
delivered direct to your inbox

We collect this information to send you free content, offers, and product updates. Visit our recently updated privacy policy for details on how we protect and manage your submitted data.