Research

Your product launched. Adoption is up. But somewhere between "it works" and "it works well," your customers are quietly filling in the gaps. Here's what that costs, and why it's worth measuring.

A practical guide to the most useful qualitative research methods, what each one is good for, and how to choose between them based on what you need to know.

Why do member surveys produce reports that don't drive strategy? Learn how behavioral research reveals what members actually need, not just what they say they want.

Recognizing productization as an avenue for growth is just the beginning; the challenge is knowing why, where, and how to go about it.

What is a journey mapping exercise? Follow our step-by-step guide to customer journey mapping with the customer experience experts at Highland.

Professional association membership isn’t appealing to American young professionals. We explore why that is and what associations can do to attract the next generation of new members.

Highland conducted in-depth interviews with product managers who had recently launched a new product to explore the differences between “successful” and “unsuccessful” digital products.

Learn why uncovering switch forces early — during the consumer research stage — is crucial for developing a successful digital product for your users.