UX is an accronym for user experience. UX research therefore involves finding out what variables impact the user experience and in what way. This information is useful for making decisions regarding design as well as other elements of the customer journey. It helps to identify and prove or disprove assumptions that have been made about users and find commonalities in different audience segments. UX research can be used to inform optimization ideas which can then be expanded and improved upon by ideation at AI-scale.
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