That is probably the subject of a different article. However, I think consumer or customer experience measurements will always be subjective to a certain extent. Measuring the experience in the least subjective manner would require both quantitative and qualitative research. The quantitative is likely to be quite subjective given it will involve analytics (difficult to interpret), self-report data (bias) and a reliance on convenience samples (not the most objective type of sample). The qualitative will still be somewhat subjective as well for some of the same reasons. Additionally, qualitative data will net fewer results lowering sample size. I don’t propose we not use these measures — only that we do not make them the target by tying incentives to them.