This webinar covers the strategic value of UX research and having research professionals with a holistic perspective on the team. The purpose is to demonstrate that the value of UX/CX research extends beyond the tactical benefits of building the best app or device for end-users to complete a specific project into the realm of strategy and business planning and mapping at the enterprise level. The conversation will include: •A broad definition of UX research. •Illustrate why UX research practitioners can make significant contributions to high-level business decision-making. •"Building the right thing" at the project deliverable level. •The distinctions between research that informs business strategy and research strategy. Guest speakers: Dr. Racine Brown, Manager of User Experience Research and Business Analysis Matthew Gessler, Director of Digital Experience.