Faculty of Business and Law

Customer Experience and Insight (CXI) Research Group


The Customer Experience and Insight (CXI) Research Group is part of Swinburne Business School. We exist to advance the art and science of experience by combining diverse academic expertise with deep industry engagement.

Under co-directors Sean Sands and Heath McDonald, CXI has four foundation pillars:

We have an experienced team of research consultants and a network of associates at leading European and American universities. This gives us the expertise and global perspective to conduct world-class academic and industry research, advancing the knowledge and practice of experience now and into the future.

Our mission

CXI is dedicated to advancing knowledge and practice in business-to-business and business-to-customer relationships through the study of customer experience.

We work collaboratively with organisations to create and deliver customer value, and ultimately compete on customer experience. We achieve this through employing a range of qualitative and quantitative research methodologies and frameworks that generate powerful insights.

The CXI team

The CXI Research Group was established in 2018 within Swinburne Business School. Our team comprises specialists in the fields of consumer psychology and behaviour, retailing, services, marketing, and management.

The team shares a unique background that combines academic training and commercial experience.