Stay in the loop with company updates and insights from our talented team.


Basing Your Decision on "9 out of 10 Experts"? Not So Fast

blog / featured / customer experience / ux / qualitative research
 Fors Marsh Group using qualitative data the right way, making decisions on 9 out of 10 experts

Evidence-based decisions. This phrase has gained popularity in the public sphere, reflecting a desire for people to base their actions on proof that they have a reason to expect a certain outcome. Unfortunately, it is easy to use good data in a bad way, even with the best of intentions. Professionals need to be ever-vigilant not to mislead people with evidence, and consumers of information need to be wary about what they are being told.

How can you mislead people... more

FMG Launches Customer Experience (CX) Division

featured / news / customer experience / consumer behavior / applied cognition / ux
In March, Fors Marsh Group (FMG) launched the Customer Experience (CX) division to address the growing industry demand for improving customer experiences with products, websites, and services. The CX division will offer clients deeper insight into how their customers use their services and will provide clients with solutions to improve the experience and measure their impact. "The Customer Experience division launch stems from the growing consumer-facing client portfolio FMG gained in 2017," explains Kinsey Gimbel, CX Director. "Leveraging FMG’s user experience (UX) and technology capabilities to collect rich data around a product’s usability, CX experts interpret the data to extract meaningful insight and provide actionable intelligence that helps clients ensure their services achieve the intended outcomes." "Over the past two years, FMG has executed a... more

Pupillometry: The Next Great Metric in UX Research?

featured / blog / customer experience / user experience / ux / cognitive research / eye tracking

 Fors Marsh Group, FMG, pupillometry, UX research, eye tracking, Human-Computer Interaction International Conference

Last year, FMG’s user experience (UX) team presented "Exploring the Relationship Between Eye Movements and Pupillary Response from Formative User Experience Research" at the Human-Computer Interaction International Conference. The study examined the relationship between pupil diameter and fixations in the context of a usability task. Specifically, our team used UX-generated data to explore whether fixation measures and pupil diameter measures correlate, and under which conditions this relationship occurs for this type of study.

The measurement of changes in pupil diameter due to presentation of... more