[Webinar] Data to Decisions: Combing the Voice of the Customer with User Testing
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Learn in this webinar presentation, in collaboration with UNGUESS, about integrating consumer reviews with product development. It's mainly designed for professionals across industries who are passionate about the customer experience and curious to understand more about creating smarter products. To get the full, free recording, visit https://webinar.wonderflow.ai/unguess
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[Webinar] Data to Decisions: Combing the Voice of the Customer with User Testing
- 1. From Data to Decisions Combining the Voice of the Customers with User Testing
- 2. About the speakers Lorenzo Fanetti Head of Sales and Digital Quality Consultant UNGUESS Lorenzo has assisted more than 100 companies in improving their apps and websites using Crowdtesting technology, ensuring outstanding user experience. Lidia Palmi Head of Insights Lab Wonderflow Lidia has more than 18 years of experience in consumers insights, having held significant positions at Red Bull, Tetra Pak and Kantar Worldpanel
- 3. 140+ countries covered 1000+ channels scraped 100+ million reviews analyzed Wonderflow’s AI-powered consumer insights platform transforms raw customer feedback from any source —ratings and reviews, surveys, support interactions — into valuable, actionable insights Wonderflow is endorsed by the biggest global research firms, including being named "World's Simplest VoC Solution" by OMDIA Turn the into Winning Decisions Investors
- 4. Backed by 50k+ Daily Engaged Testers 450+ Customers 15m Euros Raised, from leading Italian VCs UNGUESS's proprietary AI and market-leading crowdtesting platform give you the tool to scale QA processes The crowdtesting platform designed to optimize the quality and experience of any digital product, service, or solution Investors “I wish a better way to find this product…”, Alex, Tryber 7168 �� “Great! The have any kind of product I need!”, Mary, Tryber T45578 ��
- 5. Agenda Why customer feedback is crucial Solicited VS Unsolicited 1. Solicited Feedback How to get it and exploit it 2. Unsolicited Feedback The potential of spontaneous opinions 3. Integrating Solicited and Unsolicited Feedback for Better Decisions 4. Takeaways 5. Q&A 6.
- 6. Agenda Why customer feedback is crucial Solicited VS Unsolicited 1. Solicited Feedback How to get it and exploit it 2. Unsolicited Feedback The potential of spontaneous opinions 3. Integrating Solicited and Unsolicited Feedback for Better Decisions 4. Takeaways 5. Q&A 6.
- 7. Customer feedback is essential for businesses to understand how well they are meeting customer needs and expectations
- 8. Customer feedback comes from many different sources Solicited Feedback Surveys and questionnaires Focus groups User testing Diaries … Unsolicited Feedback Social media Ratings and reviews Forums Customer care …
- 9. What is the difference between solicited and unsolicited feedback Solicited Feedback Structured, specific and initiated by the organization Unsolicited Feedback Unstructured, spontaneous and initiated by the customer ● Specific questions ● Topics of interest ● Easier to analyze ● Only what asked ● Biased by customer pressure ● Unnatural setting ● Spontaneous opinions ● Unplanned aspects ● Real and recent interaction ● Unstructured ● Biased toward extremes ● Hard to collect
- 10. Which of the following impact whether you decide to buy or not? 94% 93% 75% 63% 59% Rating & Reviews Price of the product Free shipping Free return or exchanges Suggested from friends or family 12M+ reviews On Amazon.com alone 41 comments per second On Reddit Millions of customer care interactions daily Why is unsolicited feedback important 99,5% of shoppers research purchases online before buying
- 11. 9.900% ROI from UX Investments Source Forbes (link) 1 Number of bad experiences needed to lose a loyal customer Why is solicited feedback important Source PWC Link
- 12. Agenda Why customer feedback is crucial Solicited VS Unsolicited 1. Solicited Feedback How to get it and exploit it 2. Unsolicited Feedback The potential of spontaneous opinions 3. Integrating Solicited and Unsolicited Feedback for Better Decisions 4. Takeaways 5. Q&A 6.
- 13. Methodologies - solicited feedback Exploratory (or Formative) Research Understanding users (needs, expectations, usage context...) Evaluative Research Assessing a product or service by analyzing user interaction
- 14. Methodologies - solicited feedback Exploratory (or Formative) Research Understanding users (needs, expectations, usage context...) Evaluative Research Assessing a product or service by analyzing user interaction In-Person Research Researchers and users are in the same location at the same time Remote Research Using tools or software to conduct research in different locations (including asynchronously)
- 15. Methodologies - solicited feedback Exploratory (or Formative) Research Understanding users (needs, expectations, usage context...) Attitudinal Research What users say Evaluative Research Assessing a product or service by analyzing user interaction Behavioral Research What users do In-Person Research Researchers and users are in the same location at the same time Remote Research Using tools or software to conduct research in different locations (including asynchronously)
- 16. Methodologies - practice Interviews One-on-one conversations (lasting 30 minutes to an hour) where a researcher asks questions on topics of interest to gain a deeper understanding of the user's attitudes, opinions, needs, and experiences. Type Attitudinal, qualitative Number of Users >5 - Goes in-depth - Useful for stakeholders - Complex recruiting - Requires specific skills Usability Test Direct observation sessions of the interaction between a user and a product or service. The tests are conducted by assigning the user one or more tasks to complete and analyzing their behavior in carrying them out. Type Behavioral, qualitative Number of Users >5 - Highly versatile and repeatable - Generates a large amount of insights - Requires specific skills - Difficult to maintain context
- 17. Methodologies A test for every Need Survey A/B Testing Analytics 5 Second Test Card Sorting Tree Testing Focus Group Diary Studies …
- 18. Methodologies Waterfall User Research Design - Development - Launch User Research Design Prototyping Beta version Launch Methodologie Involve users early and often Iterative User Research improvement improvement improvement User Research User Research User Research Agile Design Prototype Beta version Launch U.R. U.R. U.R. U.R. Continuous Improvement
- 19. How to formulate the right questions Avoid suggestive questions Balance closed and open questions Maintain clarity and simplicity Minimize cognitive load Test the questionnaire before launch
- 20. Agenda Why customer feedback is crucial Solicited VS Unsolicited 1. Solicited Feedback How to get it and exploit it 2. Unsolicited Feedback The potential of spontaneous opinions 3. Integrating Solicited and Unsolicited Feedback for Better Decisions 4. Takeaways 5. Q&A 6.
- 21. The architecture behind customer feedback Data layer Scraping & Ingestion Cleaning & indexing Data lake Analysis layer NLP analysis Calculus Reporting layer API Dashboard Wonder AI Feedback Insights
- 22. Transform scattered feedback into clear insights Aggregate Analyse Activate
- 23. Agenda Why customer feedback is crucial Solicited VS Unsolicited 1. Solicited Feedback How to get it and exploit it 2. Unsolicited Feedback The potential of spontaneous opinions 3. Integrating Solicited and Unsolicited Feedback for Better Decisions 4. Takeaways 5. Q&A 6.
- 24. When to rely on solicited vs spontaneous feedback The ideal approach combines both types of feedback Prompted feedback for structured decisions and targeted actions, and spontaneous feedback for continuous, unfiltered insights
- 25. Tap into 160M panel END-TO-END EXPERIENCE R&R Insight Create highly profiled questions and screeners Launch User Research 24h … Collect surveys and video feedbacks Insight Validated or confuted AWARENESS DEFINE RUN ANALYSIS Tap into 1000+ public sources Monitor R&R KPIs after launch MONITOR Scenario 1 Validate R&R insights through user research The customer can validate, or confute, insights from R&R adding solicited customer feedbacks (surveys and videos). Example validate customer perception of a specific product feature.
- 26. Scenario 2 Launching a flawless new product through R&R and User Testing Solicited feedback, through User Testing, should be analyzed before the launch of a new product. After the launch we will use solicited and unsolicited feedback (user test and R&R) in order to understand how to improve the digital product. R&R tells us what the problems are, while user testing tells us why they are problems. Launch user test Product release R&R after launch Collect feedback Focus through User Test on what emerged from R&R Insight Validated or Confuted Product release Monitoring through R&R DIGITAL PRODUCT RELEASE … Interactive prototype development
- 27. Actionable insights at Scale 1 Real time: days, not months 2 Large scale thanks to worldwide coverage 3 Integrated view: all data (R&R, surveys, customer care, apps, nps, etc.) Map the whole customer journey, explore and validate innovative business ideas, uncover new business opportunities and answer marketing questions with a combination of insights from customer feedbacks and highly engaged, respondent community Speak directly to customers from UNGUESS global community of 160+ million respondents and “find the why” 02 Insights from Wonderflow data lake of customer feedback collected on 1000+ public sources 01 Why together: everything you need to know about customers in one place
- 28. Agenda Why customer feedback is crucial Solicited VS Unsolicited 1. Solicited Feedback How to get it and exploit it 2. Unsolicited Feedback The potential of spontaneous opinions 3. Integrating Solicited and Unsolicited Feedback for Better Decisions 4. Conclusion & Takeaways 5. Q&A 6.
- 29. Conclusion & Takeaways Why customer feedback is crucial Because is connected to your business results What is solicited feedback Is feedback that is actively requested from users through surveys, interviews, or direct inquiries What is unsolicited feedback Is feedback that users provide without being asked, such as reviews, social media comments, or contact center Why is combining the two approaches valuable It brings together everything you need to know about your consumers, making business decisions more sound and simplifying the process
- 30. https://unguess.io Contacts Lida Palmi | Head of Insights Lab mob +39 349 499 8681 email lidia@wonderflow.ai Lorenzo Fanetti | Head of Sales mob +39 328 635 0983 email [email protected]
- 31. Q&A