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This chapter provided an overview of qualitative research techniques, which offer insights into customers’ goals and the challenges they face when trying to accomplish those goals. These insights lead to test ideas that will be added to the Optimization Roadmap, as well as inform the overall direction for a company.

The next chapter outlines quantitative research methods that companies use to verify qualitative findings, as well as to identify which site areas need improvement the most and what test ideas to prioritize as part of assembling the Optimization Roadmap.

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