Building a User-Centered Culture in Marketing

How can UX research insights help brands and agencies align with the values and expectations of Gen Z and be the key to winning their trust and loyalty? Tariro Mupamhadzi, User Researcher at Charlotte Tilbury will share how to design experiences that truly work for people. She will explain how understanding user needs can shape innovative, customer-centric strategies that resonate with this younger demographic.

Discover how to turn research into ideas that make a real impact with insights into:

• Leadership as Advocates - Gain executive support by demonstrating how user-centred strategies drive measurable marketing results, similar to Amazon aligning leadership with customer-first principles.
• Collaborative, Agile Teams - Build cross-functional teams that prioritize iterative, user-driven campaign development, inspired by Spotify’s agile squads.
• Insights that Drive Results - Use customer feedback and data analytics to refine campaigns continuously, following Slack and Netflix’s approach to amplifying user insights for better personalization and engagement.