It’s taken me four agonizing months to get ethics clearance to start my research for masters. It was a real dick punch, because it completely ground my research to a screeching halt. Here I am and I need to pick up the pace again so I can get this finished by the end of the year.
In a nutshell, I am looking at the lived experience of interacting with customer experience versus the perception of the brand, built through activities such as advertising, in South African banks.
I am interviewing employees at the banks, hopefully in a CX role, and customers of the banks. Although no banks will be named in the final study, I am hoping that the two different populations will create a magically positive tension in the data.
One of the prerequisites of the clearance is that I get the banks to sign a letter confirming that they are aware of the study, despite not being named in the final paper. A small spanner in the works.
I will need everyone’s help. Watch this space.