#182 - The Future of Research (In a Moment of Change)

#182 - The Future of Research (In a Moment of Change)

Ben sits down with Basel Fakhoury, CEO and Co-founder of User Interviews, and Baran Erkel, Chief Strategy Officer at UserTesting, for a conversation about the research industry's evolution. With AI reshaping customer behaviors and business decisions, both executives emphasize how the need for customer insights has never been greater, even as budget pressures mount across organizations.

Basek and Baran share frameworks for executive decision making, explore how AI tools are moving beyond simply replacing human moderators toward creating entirely new research methodologies, and stress that as AI transforms products and experiences over the next few years, customer insights will be fundamental to shaping organizational cultures that keep customers at the center.

Highlights

  • 05:15 How research influences corporate strategy
  • 12:25 Building effective decision making cultures
  • 19:07 Data formats that drive executive decisions
  • 26:28 AI everywhere in research tooling landscape
  • 29:30 Consolidating insights across teams and tools
  • 36:45 Customer centric approach during acquisition integration

Resources

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Episoder(196)

#190 - How to Navigate the Constant Change in UX Research with Learners CEO Alec Levin

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#189 - Throwback: Quantifying Research Impact with Ruby Pryor of Rex

#189 - Throwback: Quantifying Research Impact with Ruby Pryor of Rex

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#188 - Why AI Can't Replace Qualitative Research with Sam Ladner of Workday

#188 - Why AI Can't Replace Qualitative Research with Sam Ladner of Workday

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#187 - Throwback: Harnessing AI For Better Insights with George Whitfield of MIT and Google

#187 - Throwback: Harnessing AI For Better Insights with George Whitfield of MIT and Google

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#186 - Positioning Your Portfolio for AI Skills with Aneta Kmiecik of Be Your Own Design Team

#186 - Positioning Your Portfolio for AI Skills with Aneta Kmiecik of Be Your Own Design Team

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#185 -  How to Use AI Without Losing Your Research Soul with Nikki Anderson of Drop in Research

#185 - How to Use AI Without Losing Your Research Soul with Nikki Anderson of Drop in Research

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#184 - Use Context For More Influence with Kristen DeLap of Econify

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#183 - The Best Ways to Use AI in UX Research with Laura Klein of NN/g

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