Kendra Shapiro

Senior Director, Consumer Insights & UX Research

Ancestry

Kendra is Senior Director of Consumer Insights & UX Research at Ancestry, where she leads research that informs product strategy, marketing, and innovation across the company's subscription businesses. With experience spanning Clorox, Levi's, and Ancestry, she specializes in translating consumer insights into business decisions across areas including product development, brand positioning, segmentation, pricing, and customer experience.

Sessions

Sep 23

3:10 PM - 3:40 PM EDT

How Ancestry Rebuilt Customer Understanding at Scale

Traditional surveys and 1:1 interviews play a central role in Ancestry's insights work, but they increasingly found important customer context left unexplained. In this session, Ancestry's insights team shares how they evolved their approach to capture emotion, motivation, and nuance—while still operating at enterprise scale.

Key Takeaways:

1. Where surveys and interviews break down when teams need confidence, not just direction

2. How customers' own words revealed insights that quantitative data consistently missed

3. What changed when richer customer stories became central to decision-making

Also speaking

John Provine

Co-Founder & CEO, Voicepanel

Speaker

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