Humans have unique needs, emotions and expectations, contributing to how they experience today’s brands. Quant data, such as A/B tests, only tell part of the story. Digging into the “why” helps CX professionals understand their customers and produce more compelling campaigns. By using quick, remote, customer interviews, marketers can get insights & context into how their approaches will perform in real life. Iterations on their approaches can lead to lifts in awareness, affinity, and overall CX. Key takeaways: Adopting an agile marketing strategy is key to using customer insights to impact the experience. The power of human insights in providing better customer understanding, leading to better CX. Agile research, specifically remote, unmoderated research, as the perfect way to collect insights on whether your materials resonate with your customers, align with their expectations, or are compelling to them.