ABSTRACT
This chapter discusses alternative research methods that are qualitative, immersive, and well adapted to study and analyze customer experience. It introduces experiential and e-experiential research methods, as an alternative to studying customer experience, as well as new approaches for understanding and analyzing the customer experience and its functional, social, and emotional dimensions. The chapter shows how companies and scholars can use alternative methodologies to explore customer experiences and develop a better understanding of the functional and symbolic needs of the consumers. There are areas and themes inclusive of all the topics of customer experience that have the potential to lead meaningful understandings, results, and insights of consumers by using an experiential research method. Projective techniques, as a tool to examine customer experience, are fundamental to researchers for capturing the meanings and dimensions related to consumption practices. In order to overcome such difficulties encountered during an interview process, the researcher can substitute the use of a questionnaire for projective techniques.
