Strategy and Insights

Before crafting new solutions, we start with research-driven insights to inform a customer-centric, brand-aligned strategy.

Rational begins with a foundational service layer of research, strategy, and measurement, guided by a lens of empathy. Deeply understanding your customers’ current experience is the critical step before defining a problem to be solved and ideating improvements. Whether as a stand-alone service or as part of a holistic integrated engagement, strategy and Insights always guide our direction in understanding client goals and their customer’s needs.

CX Advisory Services

Research and Insights

Build a deep, behavior-based understanding of customers through ethnographic research


Map the journey of the customer to reveal patterns and prioritize opportunities to improve the experience


Bring CX scores, interaction KPIs, and perception data together in a singular platform to gain experience understanding