Examines the nature and cycle of the customer experience, employing qualitative and quantitative research techniques to develop a full understanding of the functional and emotional components in the relationship. Students will conduct some combination of observational research, intercept interviews, depth interviews, focus groups, feedback (text) analysis, and social media analysis. Discussions will cover the relative strength and value of research techniques, their role in understanding the customer experience, and utilization of multi-dimensional data in development of business strategy. Prerequisite: MARK 5327.