[Webinar] Data to Decisions: Combing the Voice of the Customer with User Testing

From Data to Decisions
Combining the Voice of the Customers with User Testing

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

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

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
��

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.

Customer feedback is essential for
businesses to understand how well
they are meeting customer needs
and expectations

Customer feedback comes from
many different sources
Solicited Feedback
Surveys and questionnaires
Focus groups
User testing
Diaries
…
Social media
Ratings and reviews
Forums
Customer care
…

What is the difference between
solicited and unsolicited feedback
Solicited Feedback
Structured, speciﬁc and initiated
by the organization
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

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

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

Methodologies - solicited feedback
Exploratory (or Formative)
Research
Understanding users (needs,
expectations, usage context...)
Evaluative Research
Assessing a product or service
by analyzing user interaction

Research
Evaluative Research
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)

Research
Attitudinal Research
What users say
Evaluative Research
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)

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

Methodologies
A test for every Need
Survey A/B Testing
Analytics 5 Second Test
Card Sorting Tree Testing
Focus Group Diary Studies
…

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

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

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

Transform scattered feedback
into clear insights
Aggregate Analyse Activate

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

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.

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

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

Agenda
Why customer
feedback is crucial
Solicited VS Unsolicited
1.
Solicited Feedback
How to get it and exploit it
2.
The potential of
spontaneous opinions
3.
Integrating Solicited
and Unsolicited
Feedback for Better
Decisions
4. Conclusion & Takeaways
5. Q&A
6.

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

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 lorenzo.fanetti@unguess.io

[Webinar] Data to Decisions: Combing the Voice of the Customer with User Testing

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