New technologies let us get almost instant customer feedback on anything. Human insight is the way we use that technology to improve business decisions.

Imagine if you had a customer sitting next to you at work 24/7, eager to instantly answer any question or react to any idea. How much more productive would you be? How much more creative? How much more confident would you be in your decisions?

That’s what human insight is all about. It’s the use of crowdsourcing and online video to get real-time insights on how your customers think and feel. The roots of human insight are in user experience research, but it has grown into a general way to inform and improve any customer-facing decision or experience.

But human insight is not just a technology. It’s a better way of making business decisions, focused on fast customer insight rather than random experimentation. Instead of guessing about customers and failing fast, you can learn directly from customers and increase your odds of making a great decision on the first try. Human Insight breaks the tradeoff between speed and quality in business decision-making. Now you can optimize for both.

We invite you to join us in the human insight movement, and replace the habit of guessing with the practice of asking.

Photo by Kenny Eliason on Unsplash

Banner photo by Eddi Aguirre on Unsplash

The opinions expressed in this publication are those of the authors. They do not necessarily reflect the opinions or views of UserTesting or its affiliates.