YiziI Research - Iris's View on MBAs in Market Research

Market researchers can really benefit from having general business knowledge and a formal business education. Though not a UX researcher, Iris shared an important piece of advice for sharing insights with stakeholders. She discussed including snippets from conversations with respondents in the final deliverable so that stakeholders can literally and figuratively hear the voice of the customer. And then visiting the customer and ensuring that they are understood is something that unites market researchers and UX researchers.