Expert Global CX & UX Insights Agency

Customer & User Experience Research

Brandspeak delivers global Customer Experience (CX) and User Experience (UX) research that reveals how people interact with your brand across offline and digital environments.

We help organisations diagnose performance, remove friction and build journeys that strengthen satisfaction, loyalty, conversion and long-term commercial value.

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Why Brandspeak for Customer & User Experience Research

Every brand loses people somewhere along the journey. Sometimes it's clear where; what's rarely clear is why, so the losses just continue. A returns process that's three clicks online but a twenty-minute call in branch, a clunky sign-up process, a call centre script at odds with what the customer expects, a website promising one experience while delivering another: none of it looks serious in isolation. Taken together, however, these small frictions are usually why satisfaction dips and customers quietly stop coming back.

Brandspeak’s CX and UX research identifies those frictions and what lies behind them. CX covers the non-digital side: service delivery, staff behaviour, physical environments and the processes shaping how a visit or call feels. UX covers digital journeys: navigation, usability, content clarity and how easily someone gets what they came for. We draw on qualitative, quantitative and ethnographic methods to examine the customer journey and the experience it delivers at each stage.

The output isn't just a diagnosis. Each finding can be sized by its impact on conversion and retention, then ranked into a prioritised list of what to fix first - and how.

We've done this for over 20 years, and we're members of the AQR and the Market Research Society, the bodies that set the standard for this kind of research.

The Benefits of CX & UX Research

Brandspeak's CX and UX research provides actionable insights to improve customer journeys, loyalty, and engagement.

Fix issues in offline, human and operational experiences

CX research pinpoints where face-to-face, telephone or in-store interactions fall short of expectation. For example, we can examine how staff greet, listen and resolve problems, how a store or branch is laid out and signposted, or how easy it is to follow processes such as returns, bookings or complaints. Whatever the focus of our research, we’ll identify the true sources of frustration and the specific improvements that will strengthen trust, satisfaction and loyalty across non-digital touchpoints.

Improve digital journeys, usability and task completion

UX research shows where websites, apps and online services are undermining the user experience. We might look at whether people can easily find what they need from a menu or search, whether product pages and forms are clear enough to act on, how page speed affects patience, or how accessible the experience is for people using screen readers or mobile devices. In each case, we’ll identify where and why people hesitate or give up, and the specific changes that will make the journey more intuitive and more likely to end in a completed task.

Increase acquisition, conversion and retention

CX and UX research shows which parts of the experience are costing you customers, and at what stage. For example, we can identify why prospects who visit your website or showroom don’t go on to enquire, why customers abandon a basket or application partway through, or why first-time buyers don’t come back. The result is a clear view of which improvements will have the greatest effect on winning, converting and keeping customers, so investment goes where it will make the most commercial difference.

Create a seamless end-to-end customer journey

Customers rarely stay in one channel. They browse online, call to check a detail, then visit a branch or store to complete. CX and UX research reveals where those handovers break down: a promotion advertised online that staff don’t fully understand, a query started by phone that has to be explained again in person, or an order placed in-app that can’t be returned in store. By following the journey across every channel, we’ll show where it feels disjointed and what needs to change for it to work as one consistent experience.

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CX & UX Research Methods

Sometimes one research method is enough to get to the bottom of a CX or UX issue; sometimes it takes more than one. Either way, we’ll choose the approach that best meets your needs, whether the journey is digital, offline or a mix of both.

Workshopping and Co-creation

Co-creation workshops bring your teams, and often your customers, together to review the current experience, agree where it falls short and develop ideas for improving it. They are particularly useful at the start of a project, to build a shared view of the problem, or at the end, to turn findings into a plan everyone supports.

Focus Groups & Depth Interviews

Focus groups and in-depth interviews explore how customers feel about each stage of their experience, what they expected and where it let them down. Whereas focus groups show how views form and differ within a group, in-depth interviews are better suited to personal, sensitive or complex journeys, such as a claim, a complaint or a major purchase.

Online Communities

Online research communities follow customers over several days or weeks as they complete real tasks, from setting up an account to returning a product. Because participants report as things happen rather than relying on memory, they capture frustrations and workarounds that a single interview would miss.

Ethnography & Observational Research

Ethnographic research observes customers as they browse, compare and buy in a branch or store, or as they set up and use a product, service or website at home. What people do often differs from what they say they do, and observation reveals the hesitations, workarounds and moments of confusion they may never mention.

Online Surveys

Online surveys measure satisfaction and experience at scale, showing how widespread an issue is and which customer groups it affects most. Whether as a one-off customer experience survey or a regular customer satisfaction survey, they give you statistically reliable evidence to set priorities and track improvement over time.

Statistical Modelling & Data Analytics

Statistical modelling identifies which parts of the experience have the greatest influence on satisfaction, loyalty and spend. Techniques such as key driver analysis show which improvements are likely to deliver the most return, so investment goes where it will make the biggest difference.

CX & UX Research Services

Our CX and UX services deliver structured insights and prioritised actions, enabling businesses to enhance interactions, loyalty and commercial outcomes.

CX evaluation assesses how well non-digital interactions meet expectations across the full journey. We examine physical settings, service delivery, process design and emotional cues to identify friction points, quantify their impact and recommend solutions that strengthen satisfaction, trust and loyalty across diverse markets.

Usability testing, sometimes called UX testing, watches real users as they try to complete tasks on your website, app or online service, such as finding a product, filling in a form or completing a purchase. It shows exactly where people struggle, hesitate or give up, and why, so we can recommend specific changes to make the journey clearer, quicker and more likely to end in a sale or completed task.

Customer journey mapping follows the experience across both offline and digital channels, from first contact through to purchase, use and repeat business, showing what strengthens or weakens the experience at each stage. The resulting customer journey map does more than describe the journey. It ranks the issues by their likely effect on sales and loyalty, highlights opportunities to improve, and sets out a practical plan for what to fix first.

For brands operating in several markets, it also shows where the journey needs to adapt to local expectations.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Frequently Asked Questions

Find answers to common questions about our CX and UX research services.

CX research focuses on the non-digital side of a brand experience: service quality, physical environments, staff behaviour and the operational processes that shape how a visit or a call is actually experienced. It's designed to identify where offline interactions fall short of expectations, so issues can be fixed rather than guessed at.

UX research focuses on the digital side of the journey: usability, navigation, content clarity, structure and how easily someone completes the task they came to do. It pinpoints the specific moments where a website, app or digital journey creates friction.

Yes. Most journeys move between offline and digital touchpoints, so Brandspeak integrates CX and UX research to build one end-to-end view rather than two separate reports. That combined picture shows where the two sides reinforce each other and where they quietly contradict each other.

Brandspeak runs CX and UX research globally, using native-speaking moderators and in-market partners to keep language, tone and cultural context accurate. The same rigour applies whether the research is local or spans several markets at once.

Brandspeak draws on qualitative research, quantitative surveys, ethnography, behavioural analysis and usability testing, combining whichever methods fit the question being asked. Each method tends to explain a different part of why customers behave the way they do, which is why they're often used in combination.

Yes. Brandspeak evaluates wireframes, prototypes, beta versions and live journeys, so usability issues can be caught and fixed before a design goes into full production rather than after launch.

Brandspeak sizes the likely conversion uplift, churn reduction and severity of each issue identified, so recommendations can be prioritised by commercial impact rather than by how loudly a problem was raised in research.

Yes. Findings are used to guide digital, operational and service redesign projects, giving design and product teams evidence for what to change and why, rather than a list of opinions to interpret.

Most CX and UX programmes run for four to eight weeks, depending on the scope of the brief and the number of markets involved. Multi-market or multi-method projects typically sit toward the longer end of that range.

Yes. Brandspeak offers CX and UX tracking with live KPI dashboards, so performance can be monitored over time rather than measured only once.