During the all-day event, leaders from diverse disciplines explored new ways of bridging consumer and UX research as well as new ways to measure the user experience. This event was very inspiring, and it’s obvious that both fields need to work hand in hand from now on. Inspiring words from David Krajicek – CEO, GfK Consumer Experiences North America: “Without a strategic, holistic approach to UX research, brands are risking hard-earned equity and missing opportunities to win over their most important customers”.