In user research, we often assume that improving every feature automatically leads to happier customers. But reality is trickier—not all features are created equal in the eyes of consumers. Some create delight, others are just expected, and some don’t matter at all. To better understand this, let’s learn about the Kano Model which is one of the best tools for making sense of this complexity by explaining how different product or service features influence customer satisfac

Is investing in a consumer experience team same as building a consumer-centric culture? What is consumer empathy?