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Customer experience (CX) research is the process of gathering, analyzing, and interpreting data about how customers interact with a company, its products, services, and overall brand. The goal of CX research is to understand the experiences, perceptions, and emotions that customers have throughout their entire journey with a brand—from initial awareness to post-purchase follow-up, businesses can identify pain points, areas of improvement, and opportunities to enhance the customer journey, ultimately improving satisfaction, loyalty, and business performance.