How to Assess Brand Affinity & Sentiment
By Jeff Sauro, PhD . April 3, 2018 . Tags: Metrics, Branding, UX
UX metrics are a mix of attitude (what people think) and actions (what people do). To fully measure the user experience, you need to measure both. UX metrics are influenced by more than an interface. Users have preconceived notions about companies and this affects both how they think and what they do when they interact with a brand—either in a store or online. Brand attitudes