ROLA BADAŃ MARKETINGOWYCH TYPU USER EXPERIENCE W MARKETINGU MIĘDZYNARODOWYM: JAK STOSUJE SIĘ UX W TWORZENIU PRODUKTÓW
ROLE OF USER EXPERIENCE MARKETING RESEARCH IN INTERNATIONAL MARKETING: HOW UX IS USED IN CREATING PRODUCTS

Summary/Abstract: User experience (UX) plays a significant role in B2C marketing communication, especially in product categories such as mobile and desktop computer applications, websites, and electronic devices. Contemporary understanding of UX goes far beyond simple usability and enters the realm of creating emotions and feelings, responsible for consumer loyalty and attachment to a product. Understanding UX becomes a crucial competency for marketers in creating products that meet customer expectations. At the same time, the UX research process is costly and labor-intensive, making user experience the domain of big scale products, particularly on international markets. This article provides a literature review on the understanding and application of user experience (UX) marketing research. It addresses the following questions: How is the understanding of user experience evolving? What tools and activities are used in UX research processes by organizations? How can user experience marketing research enrich international marketing? How deeply should researchers understand cultural differences and user experience to meet the expectations of users of web applications and services?

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