Quant UX and Marketing Research

A leading practitioner in both the marketing research and user experience (UX) communities, Chris Chapman will join us to discuss Quantitative UX research. He will describe how Quant UX relates to marketing research, data science, and qualitative research. In the emerging synthesis of those research approaches, Quant UX contributes to great products through close engagement with design and engineering. Chris Chapman PhD is currently a Principal UX Researcher at Amazon Lab126, where he leads research for Kindle readers, Echo speakers, and other devices. Formerly, he worked in research roles at Google (2012-2022) and Microsoft (2000-2011). At Google, he taught choice modeling methods to more than 300 colleagues and built internal tools to support MaxDiff analysis. Chris is the former President of the American Marketing Association Insights Council, and is currently President of the Quantitative User Experience Association and Co-chair of the annual Quant UX Conference. Most recently, Chris co-authored Chapman & Rodden, Quantitative User Experience Research (2023, Apress). His previous book, Chapman & Feit, R for Marketing Research and Analytics (2nd ed, 2019, Springer) has been adopted as an analytics textbook in more than 140 universities in 29 countries, and has also been published in Japanese and Chinese editions. We're especially happy to have Chris join us again, as he served for 10 years on the organizing committee for the Sawtooth Software Conference, and twice has been voted "best presentation" at the conference. Come learn about Quant UX, bring your questions about research, R, and conjoint analysis, or ask about research careers in the tech industry!