UX-Press - Alex Genov on viewing Customers as People
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Alex Genov, PhD Head of Customer Research at Zappos, explains how to create innovation, we need to understand our customers and users as people, not just numbers and data. Alex brings up examples of "innovation on meaning" and explains how this was possible, leveraging the insights by professor Roberto Verganti. Spoiler alert: it was achievable thanks to a deep dive into customers' needs!

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