The Qual360 Europe 2021 conference is back as a hybrid event in person and online on October 20-21 in Berlin. As always, we are talking to all our speakers about their upcoming presentations and their core message. This week, read our interview on user-centered metrics with Javier Andres Bargas-Avila, Principal UX Researcher at Google.
Qual360 Europe: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Javier: As experts working in the field of user experience, it’s crucial to realize that we are in charge of measuring the quality of our experiences. We are responsible to drive user-centered metrics from definition, implementation, and reporting. I will provide a framework that can help professionals in this field to think through such metrics.
Qual360 Europe: Why did you choose the topic of your talk?
Javier: I have spent the last couple of years driving teams towards UX metrics. I have also seen how powerful such metrics can be to change teams towards increased customer focus.
Qual360 Europe: What motivates you to join QUAL360 2021 and what are your expectations?
Javier: I am always excited to have opportunities to meet people working in the field of user research, exchanging ideas and getting inspiration for what new areas to explore.
Qual360 Europe: There is a lot of talk about the current state of user research, consumer insights and the impact of technology. How would you sum up the current state of the industry in 1-2 sentences?
Javier: The field of user research has evolved and matured rapidly. Supercharged by new technologies such as the Internet, mobile devices, artificial intelligence and much more. Key players in the industry have evolved to a state where the question is not IF we need user research, but how much we need, and how it is best incorporated in development cycles. Therefore, I am very positive about the state of the industry and looking forward to learn what the future brings.
Qual360 Europe: Looking back on the past months, please share your thoughts on the impact of COVID-19 on qualitative research and consumer behaviours in general.
Javier: COVID-19 has accelerated many changes that were already happening, but at a much slower pace. The pandemic forced many companies to embrace experimenting with remote work and different ways of working much quicker. The same thing happened for qualitative research. Many researchers were already using remote research methods here and there. This changed rapidly with Covid, because researchers and participants were no longer able to meet physically in a place. Researchers have rapidly adopted new methods that allowed them to continue with their research in this new world. I am expecting that many of these changes will stay, even after Covid, the same way we won’t be going back to working only in offices.
Want to hear about the latest innovations, trends, and techniques in qualitative research? Join Javier Andres Bargas-Avila and speakers from Unilever, RB, Philips, L’Oréal, GSK, Tik Tok, Nestlé, Weleda, and many more top-of-the-line companies at Qual360 Europe 2021.
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