• Customer Experience
    Customer Experience
  • Employee Experience
    Employee Experience
  • Brand Experience
    Brand Experience
  • Product Experience
    Product Experience
  • Core XM
    Core XM
  • Design XM
    Design XM


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These beta-materials are for college students learning to use Qualtrics for their research projects. Materials are provided free to any college and university with a Qualtrics license. They are first-generation materials, provided as beta without warranty and include:

  • Portions of the book, Product Experience (PX) Research: Moksh & Naman’s Lemonade Stand, which lay out the governing principles and theory behind product research as theorized by two of the leading experts in this field, Milind Kopikare, MBA (father of the titular Moksh & Naman) and Mandy Wheadon, Ph.D.
  • Rapidfire XM Essentials lessons that will make learning Qualtrics as quick and as painless as possible.
  • An Instructor’s Guide for professors and lecturers who wish to integrate these abbreviated materials into a larger course of their own.

Disclaimer and an Appeal to our Academic Community: This content reflects a first draft of the textbook, corresponding lessons and teachers guide. This content is offered to educational institutions as a service “as is” without warranty or indemnification. They can (and will) be updated by the authors periodically as features and information changes. The content represents the opinions and experiences of the authors and not of SAP or Qualtrics.

Should you encounter issues with the content or want to provide feedback of any kind, please select the Feedback tab on the right of the page to let the authors know how we can make improvements. Your input will be warmly appreciated.


Discovering Experiences — All That Glitters …

Behind every great product, there is someone who did research on it.

30,000 new consumer products are launched annually, and 95% of them fail.

Not every highly touted and marketed product turns into gold. Conversely, researchers have seen many underperforming products right themselves and turn into winners. The magic is to research the customer experience.

Understanding the customer’s product experience is part of a much broader and emerging field called Experience Management, or XM for short. To understand whether a product will be successful, it is imperative to collect and understand all the X (or experience) data and find the interconnected insights between the various experiences that consumers have.

Furthermore, product research can’t be done in isolation. Within the XM research space, industry leaders commonly study four broad aspects of business activity, each driving essential elements of a profitable enterprise.

Purple lowercase B in block style Brand Experience (BX)

Brand experience discerns customer perceptions, emotions, and preferences — which influences buying decisions, product loyalty, and the evangelism of a brand through the means of thought leadership and influencers.

Blue lowercase E in block style Employee Experience (EX)

Employee experience uncovers why employees join, contribute to, grow with, and ultimately stay with their organizations — which is linked to increased productivity, career satisfaction, retention, and contributions to workplace culture.

Green C in block style Customer Experience (CX)

Customer experience identifies satisfaction, loyalty, and advocacy based on the quality of the interactions throughout the customer lifecycle — which keenly impacts repeat business, word of mouth sales, and positive traffic on social media by your customers.

Light blue robin's egg blue P in block style Product Experience (PX)

Product experience dives into the realities of a product’s concept, its design, and user impressions of its related features and functions — which, in turn, influences adoption, usage behavior, updates, and repeat business.

This book will focus primarily on the last category of Experience Management research, product experience (PX). By following along with the story and completing the Essentials exercises at the end of each section, you will get an overview of the product development process and learn about the tools needed to start conducting your own authentic Product Experience research.

Lemonade — the Way You Like It 

It often helps to track the history of a real product to know how Experience Management research can help. To start, let’s assess a neighborhood lemonade stand.

Before you start snickering and spill your latte, this seemingly simple scenario can turn as complex as the most sophisticated enterprise-wide research project, like those we see undertaken every day by the most impressive brands in the world. Plus, this story actually happened.

The lemonade stand business is competitive. To serve a growing clientele, a pair of young entrepreneurs — my sons, Moksh and Naman — will test their products (PX), assess their customer’s experience (CX), and define their brand (BX). As this refreshing enterprise scales, the duo must measure the sentiment of a growing supplier network and workforce by gauging employee experiences (EX) within their disruptive drink business.

These principles can apply anywhere. So if you’re game, turn the page and let’s help a group of kinder-entrepreneurs who are destined to make their neighborhood stop drinking the same old-fashioned, sweet n’ sour summertime beverages of the past.

Instructor’s Guide

Learning Objectives and Outcomes for this Course

Moksh & Naman’s Lemonade Stand was developed to enable undergraduate students to understand the product development process and conduct authentic product experience research.

TABLE 1.1 – Intended Learning Objectives and Outcomes for this Course

Concepts | Students will gain an understanding that:
  • Product experience encompasses customer and user impressions of a new, existing, or potential product’s features and functions.
  • Product research is an iterative process that informs a product’s concept and design — which, in turn, influences adoption, usage behavior, updates, and repeat business.
  • Anyone can —  and everyone should — conduct at least a basic amount of product experience research prior to launching a new product or product update.
  • A variety of research tools and assessment methods exist to assist them at every point of the product experience process.
Skills | Students will gain the ability to:
  • Identify the most common reasons behind product failure and the practices that consistently contribute to successful new product launches.
  • Assess a potential market for indicators of success and feasibility before diving into the product development process.
  • Develop a working hypothesis and compare it against actual customer needs and preferences to guide ideation and influence product design.
  • Create basic surveys to gather information about the characteristics, needs, wants, and preferences of potential customers or users.
  • Use the data collected in their surveys to see patterns and gain insights that will allow them to develop better products.