Research Grants Target CX Article by Marketing Science Institute.
In an article by the Marketing Science Institute they explain the thinking behind their first round of funding of 11 research studies that promise to help managers better understand, design, manage, and measure customer experience.
One of the eleven projects identified for funding is called 'A Data-Driven Measurement System for Customer Experience and Emotional Complexity', by Mohamed Zaki and Benjamin Lucas:
"Data-driven learning for richer insights
Can marketers use big data techniques to measure customer experience? In “A Data-Driven Measurement System for Customer Experience and Emotional Complexity,” Mohamed Zaki and Benjamin Lucas will examine how customer experience attributes interplay with emotional complexity (as expressed in customer recounts of experience in online reviews and social media activity). The result will be tools for data-driven learning that will help managers capture richer insights about consumers."
You can read the full article here.