INSIGHTS TECH SHOWCASE

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User Research

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Friday, Mar 7th at 1:00 PM ET

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Introductory Presentation by Greenbook + Tech Demos with Live Q&A

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Research into how an individual uses and experiences an offering may be the most personal kind there is, yet in some ways it is the most public. To understand precisely whether an offering will trigger the feelings and behaviors you intend, you need someone to invite you into their everyday life to observe how they interact with it and to admit you to their unfiltered thoughts and emotions. At the same time, the iterations of creating, introducing, modifying, and re-introducing an offering can involve a team of people, each of whom need access in order to fulfill their roles.

Whether researching a tangible product, a digital experience, or a service, you need to gain the trust of those who are willing to become very intimate with your offerings while also automating as much as possible in order to maximize throughput, keep stakeholders properly engaged, and spend more time on value-added activities. The most comprehensive user research platforms function as a sort of CRM, but many have to find their place among myriad legacy tools trusted by different stakeholders throughout the development process.

It would be very rare to find a development team looking into user research platforms that didn’t already have processes to recruit users, present offerings, observe how they are used, collect feedback, and analyze and share results. However, it might not be unusual to find teams that want better processes that work better together. From finding (and verifying) exactly the right target user, to delivering the product or experience realistically, to providing all the tools you need to collect impactful feedback, interpret it, and share it effectively, user research technology can help you and your team be more effective and collaborative.

Join us Friday, March 7th, to see the different ways technology brings you closer to how your offerings are used and experienced, enables new insights, and streamlines collaboration!

What happens during the moments your target customer experiences your offerings is perhaps the greatest determinant of lifetime customer value and long-term business success, According to the GRIT Report, more than 85% of brand-side insights professionals contribute to product development and customer experience work and more than 75% contribute to usability. Whether you lead a team responsible for UX and usability or are part of team that ultimately delivers experiences, this tech showcase will open your eyes to new ways to add value while making your life easier.

Greenbook's Guide to User Research Platforms

Class

presented on March 7, 2025

User research platforms in insights work
Types of solutions
Key features
Criteria to consider when shopping for solutions

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Alida: Drive True Innovation with Real Users: Introducing Alida’s New Usability Testing Tools

Demo

presented on March 7, 2025

Unlock the power of real user feedback to drive innovation. In this demo, discover how Alida's new usability testing tools are transforming the way researchers validate and optimize products. Get a front-row seat to learn more about Alida’s latest features as we unveil our extended capabilities and our usability testing roadmap to deliver a one-stop shop for UX researchers. This new functionality extends Alida’s community-centered approach to user research, enabling you to conduct more qual and quant research methods to truly understand your real users, all in one platform.

In this demo, discover how Alida enables you to:
- Unlock the power of screen recording and think-aloud activities
- Move beyond assumptions to actionable insights
- Create a seamless user-centered development process

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Fathom: Save Time, Capture Nuance – Text Analytics with a Human Touch

Demo

presented on March 7, 2025

Artificial Intelligence / AI-Powered Platforms

Text Analytics

CX - Customer Experience

Survey Reporting and Analysis

Fathom combines cutting-edge AI with human expertise to deliver unparalleled quality in text analytics. Fathom's processed more than 30M+ responses for leading market research agencies and in house insights teams, who are saving time and getting more value from open-ended data.

Come see how Fathom's human-in-the-loop thematic coding can help you:
- Get unparalleled nuance, detail and accuracy in thematic coding
- Cut open-ended analysis time by 75% + unlock new insight
- Import a code frame or let Fathom start from scratch in 136 languages
- Analyze with rigor using sentiment, segmentation and stat assist

So you can drive value with your open ended data:
- Identify drivers of perception and behaviour with confidence and ease
- Track trends over time in open-ended data sets of any size
- Finally understand the "why" to unlock new insight and opportunity

Join us!

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Voxpopme: Reimagine User Interviews with AI

Demo

presented on March 7, 2025

Artificial Intelligence / AI-Powered Platforms

Qualitative Research

Talking to users is everything—but it doesn’t have to be a headache. If you’re juggling clunky tools, slow recruitment, endless prep, and hours of analysis, you’re not alone. The process can feel overwhelming, leaving you with less time to actually connect with your users. Here’s the good news: modern UX teams are using AI to speed things up and unlock richer qualitative insights in less time—enabling confident, research-driven decisions.

What we’ll cover:
- Why UX teams are turning to AI to make user interviews smoother and faster.
- How AI can help you prep like a pro, crafting discussion guides and questions for both moderated and unmoderated research.
- How to fast-track your analysis with AI-powered summaries and interactive chat.
- Real-world examples of teams using these tools to crush their research goals.

Why join us?
This session isn’t just about showing off shiny tools (though they are pretty cool). It’s about giving you practical tips and a live demo to help you spend less time wrangling research logistics—and more time doing what you love: understanding your users

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Outset: Why Usability Research Should be AI Moderated

Demo

presented on March 7, 2025

Product Usability Testing

Concept Testing

Product Testing

CX - Customer Experience

User Research teams have been running unmoderated sessions for many years now. It's been a way to execute tactical research for lower cost. But it falls short of real qualitative insight -- researchers rarely understand the 'why' behind behavior and can't ask the kinds of in-depth questions they need to get a deeper sense for the user experience. Outset has been offering AI-moderated interviews for years with companies like WeightWatchers, Nestle, and Intuit, but recently launched a suite of AI-moderated usability tools. We'll show you why and how we should all be doing AI-moderated usability research.

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Intimate Moments

Experiences can be surfaced via text, video, biometric, and neuromarketing data in moderated and unmoderated scenarios, but the offering has to be presented realistically and as close to its real-life context as possible.

Learning and Sharing

Platforms can analyze and transform data into different visualizations, such as heat maps; some will be more intuitive than others and some will do better at making insights accessible to a broad audience.

AI-powered Innovations

AI-powered tools can improve and streamline many aspects of user research, from chatbot-based interviewing to distillation of large text datasets to helping you develop and confirm hypotheses.