Linda Wu

User Experience Researcher

Expedia Group

Linda Wu leads UX Research of Hotels.com brand at Expedia Group, where she works at the intersection of people, products, and strategy. Her work spans exploratory and evaluative research, insight synthesis, and helping cross-functional teams turn customer perspectives into clearer decisions. She enjoys bringing curiosity, structure, and a creative point of view to ambiguous problems—and believes the best insights do more than explain behavior; they change the conversation about what a business could do next.

Sessions

Oct 28

9:50 AM - 10:10 AM PDT

Blue Stage

Building & Leading Research Teams

UX & Product Research Convergence

Travel & Hospitality

When Market Research Met UXR: The Unlikely Romance of the Research World

When research teams operate in silos, the business gets a fragmented view of the customer: one team sees behavior, another sees attitudes, another sees experience. When research teams build an integrated insights engine, the business gets something more impactful: one integrated customer reality.

This is the story of how UXR and Market Research moved from vague awareness of each other to a more connected way of working, and what other insights teams can do to break their own silos.

Key Takeaways:

1. Learn how to proactively make connections

2. How to strengthen the entire insights function role as a strategic partner

3. How to have a holistic view of the customers

Also speaking

Mirena Zannou

Senior Manager Consumer Insights, Expedia

Speaker

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