Alex Genov

Head of UX Research And Web Analytics
Zappos.com Inc

Alex is an experienced customer research professional who applies his Social Psychology background and his passion for research, design, and innovation to the software industry. His professional goal is to help teams create remarkable products and services which make people's lives easier and more enjoyable.

Currently Alex is leading UX Research and Web Analytics for the Zappos Family of Companies. In previous positions, he was responsible for research and usability of the products and services for companies like TurboTax (Intuit), State Farm Insurance, and the Active Network. He has over 15 years of relevant experience – 5 years of academic research and over 10 years of customer research in the software industry. Alex received his PhD in Experimental Social Psychology from Clark University. His areas of research include: defining and measuring emotions, individual differences, usability, and consumer segmentation.

Check out the incredible speaker line-up to see who will be joining Alex.

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Day 2: The Digital Revolution - Your Next Steps

Saturday, January 7th, 2017

14:15 Beyond Marketing Research vs. User Research: A Call For A Holistic Person-Understanding In Business

This talk proposes that traditional corporate silos present a real impediment to a holistic understanding of customers. The new research mindset introduced in this presentation challenges traditional approaches to understanding customers. These assumptions are most obvious in large companies whose bureaucratic structure developed through the years establishes silos and sharp boundaries between understanding people for sales and marketing purposes versus understanding people for product design and development purposes. Once we realize that the final object of our understanding are real people with real behaviors, emotions, motivations, goals, etc., we will recognize that our customer research has to have a common business objective and a co-ordinated and complementary sets of methods across the whole organization.