In this episode of Now that’s Significant, a market research podcast, host Michael Howard is joined by Jennifer Trich Kremer, UX Research Lead for Logitech's digital experience. Jennifer studies consumer shopping behaviors and user experience benchmarking to deliver actionable insights. Her expertise spans qualitative and quantitative research, including combining analytics, market, and user research data to tell a holistic user story.

Jennifer's focused on improving the user experience throughout her career, splitting time between design and research. Her work was integral in creating the first online ordering system for IBM, automating the manual printing process at Hewitt, and creating easy-to-use healthcare experiences. While her design experiences have been meaningful, she now focuses on research, data, and mentorship.

On the episode, Michael and Jennifer discuss how market researchers can make their work more impactful, ensuring it has a place in an organization, and how it can be presented to different audiences.

They also discuss Big Qual, where qualitative research is going, the three elements of today's qualitative research toolkit, and more.

We hope you enjoy.

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