Mastering the human perspective

In this blog post, we sat down with the founder and COO of UserTribe to speak about the power of the customer perspective and it’s potential in the business realm it has today. Jonas Alexandersson takes us through the UserTribe platform and explains how we bring humans to co-create with the world’s leading businesses.

 

1. Can you tell us about UserTribe and describe the problem the company is solving for its customers?

 

UserTribe was founded upon the belief of elevating human crafts such as anthropology and usability to enable empathy while bettering customer experience within the realm of business. Today, the company has become the vessel of human perspectives from customers – it’s the binding capability to connect the people who make things with the people who use things.

 

UserTribe wants to empower a new way of bringing products and services to market where real-life human perspectives from customers are seamlessly integrated into the decision-making across the product lifecycle.

In the beginning, we were focused around user testing digital experiences for a wide range of companies. Today, we are a  global human perspective capability that companies use across their business from strategy formulation, product development, marketing and digital. We empower the entire project lifecycle from idea generation to optimising or re-inventing solutions already in the market with human perspectives from customers. 

 

In this day and age, sourcing data has become more integrated than ever. Many companies have a lot of data, big data especially, that they don’t know how to make actionable. UserTribe focuses on small data rather than big data – to understand the “why” and “how” from conversations with real customers or as we call it, getting the human perspective  – and making it actionable.

 

We amplify this by taking the craft and people working with qualitative data such as UX/CX specialists, usability, service design, anthropology and so on, to the next level by reducing their time spent on sourcing and structuring data to give them more time creating and sharing insights to increase the value and impact of their research for the business.

In the beginning, we were focused around user testing digital experiences for a wide range of companies. Today, we are a  global human perspective capability that companies use across their business from strategy formulation, product development, marketing and digital. We empower the entire project lifecycle from idea generation to optimising or re-inventing solutions already in the market with human perspectives from customers. 

 

In this day and age, sourcing data has become more integrated than ever. Many companies have a lot of data, big data especially, that they don’t know how to make actionable. UserTribe focuses on small data rather than big data – to understand the “why” and “how” from conversations with real customers or as we call it, getting the human perspective  – and making it actionable.

 

We amplify this by taking the craft and people working with qualitative data such as UX/CX specialists, usability, service design, anthropology and so on, to the next level by reducing their time spent on sourcing and structuring data to give them more time creating and sharing insights to increase the value and impact of their research for the business.

Customer empathy, to us, is one of the most fundamental things in running a successful business – if you’re not good at understanding your customers, as a person, function or business, then you’re not going to succeed.

Over the past 7 years, we have grown our product offering to support the needs of our global customers. We have developed the UserTribe Insights Hub that democratises the access to data and insights, enabling all teams within an organisation to get the most business-relevant insight they need to build digital, marketing and product experience that deliver maximum value to their final customers.

 

Two of the main problems we work with are:

 

A. 95% of all projects aimed at consumers fail. That is a massive waste, in terms of resources for companies and society as a whole. By integrating the capability of customer involvement, companies reduce time to market as well as failed projects.

 

B. While 80% of companies believe that they deliver superior customer experience, studies show that only 8% of customers believe this is actually true – leaving this huge experience gap to fill. UserTribe helps organisations close this gap by enabling them to have the customer in the meeting room with them through interactions with their products, services and brands.

Over the past 7 years, we have grown our product offering to support the needs of our global customers. We have developed the UserTribe Insights Hub that democratises the access to data and insights, enabling all teams within an organisation to get the most business-relevant insight they need to build digital, marketing and product experience that deliver maximum value to their final customers.

 

Two of the main problems we work with are:

 

A. 95% of all projects aimed at consumers fail. That is a massive waste, in terms of resources for companies and society as a whole. By integrating the capability of customer involvement, companies reduce time to market as well as failed projects.

 

B. While 80% of companies believe that they deliver superior customer experience, studies show that only 8% of customers believe this is actually true – leaving this huge experience gap to fill. UserTribe helps organisations close this gap by enabling them to have the customer in the meeting room with them through interactions with their products, services and brands.

It all comes down to providing businesses with the capability to ensure customer empathy in everything they do. To learn and adapt according to your market, you always need to be able to walk in your customers’ shoes. 

 

We’ve seen some major behavioural changes due to current global events but that just becomes a side note in the grand scheme of things. If you want to win as a business in the 21st century you need to be incredibly agile in your way of working – continuously seeking to understand and adapt your product, service or marketing experience to the needs of your customers.

2. How do your customers use your solution & what do they gain from it?

 

UserTribe delivers human insights from customers to help companies get to market faster, reduce failed projects and create the best possible experiences for their customers. Our solution covers much more than the insight and is built upon the following framework:

 

Explore

Our platform and framework help companies understand how to integrate human insights into their day-to-day business activities and the study design needed to get the right insights.

 

Source

The UserTribe Platform recruit, capture and analyse experience data from your customers all over the world in video format to produce human insights.

 

Deploy

We help our customers get the most business value out of the insights and help them to take action through both the output format as well as the features in our UserTribe Insights Hub.

The UserTribe Platform

The UserTribe Platform is an end-to-end customer integration platform, empowering your project with human perspectives from start to finish.

 

Our study builder is based on best-in-class data-driven methodology, generated on demand within minutes and built to fit each stimulus and project stage. 

 

Our Recruit Tool allows you to connect with real customers in every market and segment worldwide – it includes strong verification tools and screening processes. 

 

Our Capture applications are where you get real customers captured in real context. It captures speech, face, screen, context and behaviour on multiple devices. 

 

The Analytics Engine is where your insights are generated. It uses the best of technology and human craft. It is focused on data-driven processing, analysis of sentiments and semantic patterns, powered by a global network of certified anthropologists to ensure local context understanding.

 

UserTribe’s Insights Hub is a cloud-based digital library streamlining your customer experience data, insights and videos – all in one place. It’s a next-gen platform to help companies and specialists dive deeper into their existing customer experience research or sharing insights to empower teams across the business.

 

 

 

 

With the platform, we want to provide the possibility to capture videos with your customers sharing their unbiased thoughts and behavior relating to your products, apps, marketing or experiences. Enabling you to walk in the shoes of your customer and to see through their eyes. This empowers you and your colleagues in your decisions-making. With classic research methods, this is costly and take weeks or even months – with the UserTribe platform capability, it is possible for you to have these insights within days, enabling you to make rapid decisions based on actual human perspectives from your customers.

3. How do you see the business environment that you’re in? What differentiates UserTribe?

 

We are the market leader in transforming human perspectives into business impact. This customer transformation is happening right now – with customer empathy as the main driver. And all businesses are investing massively in this area. Why? – because it ultimately will decide if they are going to win or be out of business, and secondly because it entails a change in competences, ways of working, processes and how companies organise.

 

This is something, for example, management consultancies and others work with on a larger scale, where UserTribe plays a smaller role, in supplying the capability of sourcing human insights – the human perspectives. This is why we also support companies like McKinsey, Deloitte, BCG –  just to name a few, with our capability.  We see a future where we will be working even more closely with companies like this in a partner setup.

 

Our experience with the end-to-end model as a capability has made it possible for us to learn across a vast space of companies and business functions. All the way from the C-Level and to the specialists working with insights to better the customer experience on a daily basis. We, therefore, have a clear roadmap ahead of us in terms of what value creation our clients need which is why we invest more and more into our software especially AI and Machine Learning.

 

Our ability to serve clients with customers across the globe (more than 75 markets) is a strong advantage because in order to ensure an understanding of the local context and quality of the insights you need a global network of certified anthropologists – which we have built up for the last 5 years. Secondly, our end-to-end platform together with a dedicated professional services team is able to support our clients no matter at what stage they are in their journey towards customer-centricity and empathy.

 

However, we believe that the market for helping businesses to build a capability ensuring customer empathy – will continue to grow massively in the years to come. Leaving more than enough room for a lot more companies in this field.

4. Can you tell us about the markets that UserTribe is innovating?

 

In certain aspects, we are disrupting traditional UX lab testing and focus groups for companies that previously relied primarily on in-person testing. However, we also see this as an entirely new field. We have taken an insight craft and translated it into the business core, making hands-off possible for both insight and business people. We have expanded the capability to everyone accessing and acting upon insights.

 

For many of the clients, we serve and for the majority of their cases, we introduce a new way for them to get meaningful customer insights from a full end-to-end service with the possibility of a hands-off experience for business decision-makers and insight people to utilise. We are enabling product managers, marketers and other stakeholders across an organisation to make better business decisions based on human perspectives.

 

We believe that everyone in an organisation should be able to walk in the shoes of their customer, to look through their eyes, as often as possible.

5. What are the long-lasting industry trends that will enable UserTribe’s growth?

 

The long term industry trend is the transformation for all businesses to a more customer-centric organisation with empathy driving the development and structures of companies of tomorrow.  

 

We strongly believe that to innovate and market great products and services, a company must be customer-centric. It’s fundamental to seize human insights as they become the core of running a successful business and that comes through leveraging customer involvement. We support companies with customer empathy through human insights integrated into all processes to empower better business decisions – reducing time to market, failed projects and ultimately creating winning customer experiences in their products and services.

Copyright © 2020 UserTribe
Built with love in Copenhagen
All rights reserved.

 

Langebrogade 4
1411 Copenhagen
Denmark

 

77 Exeter Street 2604
02116 Boston, MA
USA

 

41 Luke Street
EC2A 4DP Shoreditch London
United Kingdom

 

Phone: +45 7734 8685
CVR no. 33510608

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