customer-insights
(26)
The Tiny Audience That Made The Yaffe Group Think Bigger
A Detroit-area agency discovered that the smaller the target, the less room there was for lazy thinking. Its answer was Humanalytics - data with a pulse.
The 13-Person Agency That Helped Move $250 Million
Marketing SI makes an unusual promise: think like the client, work inside the team, and let the numbers decide whether the idea was clever.
Feefo puts a receipt behind the stars
The British review platform built its business around a simple restriction: customers need an invitation. Now it is selling what happens after the stars - from better advertising to a clearer view of what needs fixing.
Ginny Lobel Makes the Complicated Worth Hearing
Across 25 years of B2B marketing, Ginny Lobel has moved from circulation lists to AI-era data security without losing sight of the useful question: what does the customer need to understand next?
Emily He Listens for the Signal in the AI Noise
After more than two decades selling complex software, Gong's chief marketing officer has a plain test for artificial intelligence: does it help a company hear its customers and act on what they say?
Jennifer Zember Is Teaching Old Research to Answer New Questions
After two decades in B2B software, the Atlanta marketing executive has arrived at a deceptively human problem: companies keep forgetting what their customers already told them.
Madeline Turner Is Teaching Fundraising Software to Remember the Human
EverTrue's CMO built a career around a deceptively simple idea: better data matters most when it helps people pay better attention to one another.
Craig Brommers Writes the Marketing Plan - Then Leaves Room for the Plot Twist
At American Eagle, the veteran retail marketer treats culture like a live signal, keeps part of the budget ready for surprise, and measures the commotion at the cash register.
Stephan Sigaud Has Spent 30 Years Asking the Question Inside the Question
From a 1992 method for exposing the gap between employees and customers to today’s debates over AI and customer experience, the Phase 5 CMO has built a career around turning research into action.
Before You Launch, Ask Phase 5: The Toronto Firm That Finds the Blind Spot in the Brief
Phase 5 has spent three decades making expensive decisions less guessy. Its most useful trick is not a dashboard or a slogan - it is knowing when a client is asking the wrong question.
Katy Bunn Is Making the Customer the Meeting’s Most Important Voice
After a decade helping Paycor grow from a regional HR company into a public business acquired by Paychex, Katy Bunn has a new brief: turn marketing from an order-taking function into a source of customer truth.
Devasena Rajamohan
Devasena Rajamohan is Corporate Vice President of Dynamics 365 Customer Experience Applications at Microsoft, leading global teams of product managers, engineers, and data scientists driving innovation across Customer Insights, Sales, Customer Service, and Copilot. With a career spanning over two decades in enterprise CRM and cloud software—including senior leadership at SAP and early engineering roles at TATA Infotech—she has shaped how large organizations deliver AI-powered customer engagement. Under her leadership, Microsoft earned recognition as a Leader in both the 2025 Gartner Magic Quadrant for CRM Customer Engagement Center and The Forrester Wave Customer Service Solutions Q1 2026.
Emily Ketchen
She spent 14 years selling other companies' ideas before she got to shape one of the world's biggest tech brands. Now she is trying to teach a 70,000-person company to market like it grew up online.
Joe VanDette
Joe VanDette built his career where data meets the store aisle. At National Vision, he is turning that discipline into a broader brand reset - one customer moment at a time.
Sprig
Sprig transforms manual survey workflows with a system powered by research agents, enabling enterprise teams to move from question to defensible insight without compromising rigor.
CMNTY Built Online Communities to Listen, Not to Sell
Long before Discourse threads and Patreon tiers, a Dutch company was turning online communities into listening posts for brands. CMNTY has spent nearly two decades using customer conversations as research nobody else could run.
Kapiche
The AI feedback analytics platform that reads every customer conversation - not just the 5% who fill out your survey - and tells you what it costs you.
Condens
Bring all your customer knowledge together, analyze it fast, and surface evidence-backed insights your team and AI agents can both act on.
Chattermill
A new kind of customer intelligence platform, purpose-built for the agentic era. Trusted by CX, product and insights teams from the world's leading enterprises.
Aurelius
A research repository built by two UX veterans in a Minneapolis basement, Aurelius helps product teams turn piles of interview notes into searchable, shareable insights - without losing a single finding to a forgotten spreadsheet.
Clootrack
Clootrack is an AI-driven customer experience analytics platform that helps enterprises understand the 'why' behind customer behavior. It ingests structured and unstructured feedback - surveys, reviews, call transcripts, chats, social and support tickets - across 95+ languages and 1,000+ integrations, then applies unsupervised thematic analysis and GenAI agents to surface the drivers of churn, NPS, returns and satisfaction in near real time. Founded in 2017 by serial entrepreneurs Shameel Abdulla and Subbakrishna Rao, the company positions itself as a faster, more granular alternative to survey-first Voice-of-Customer suites.
Askable
Askable is an Australian, AI-powered user research platform that combines a global panel of verified participants, certified human researchers, and research-specific AI into a single system meant to replace a team's whole research stack. Founded in 2017 in Brisbane, it started as recruitment software - the self-described 'Uber for user testing' - and has grown into an end-to-end product research suite used by teams at brands like Atlassian, Canva, Wise and Toyota. After roughly six years bootstrapped and profitable, the company raised a A$22M Series A led by AirTree Ventures in 2024 to expand in the US and UK and deepen its AI tooling.
PlaybookUX
PlaybookUX is an all-in-one user experience research platform that helps product, design and research teams recruit participants, run studies, and analyze results in one place. It combines a vetted panel of millions of testers with a full toolkit of qualitative and quantitative methods - unmoderated and moderated testing, card sorting, tree testing, surveys, first-click and five-second tests, preference testing and session replays - and layers AI on top to transcribe, summarize, tag and report on findings. Founded in 2018 by Lindsey Allard and Kristen Giovanniello and headquartered in New York, the company is bootstrapped and grew to roughly $6.5M in revenue and 300+ customers by 2024.
Pienso
Pienso is a no-code AI platform that lets domain experts - not just engineers - train, fine-tune, and deploy their own machine learning and large language models without writing a single line of code. Founded by MIT Media Lab alumni Birago Jones and Karthik Dinakar, Pienso keeps humans in the loop and data in the customer's control, with cloud or on-premise deployment for governments, media companies, and regulated enterprises.
Marvin
Marvin (legally Equafin Inc., operating as HeyMarvin) is an AI-native customer insights platform that helps product, design, and research teams capture interviews, analyze qualitative data, and turn scattered customer feedback into a searchable, shareable repository.
Prayag Narula
Prayag Narula is the Co-Founder and CEO of Marvin (HeyMarvin), an AI-native customer insights platform that centralizes, analyzes, and shares qualitative research data for product and UX teams. A researcher-turned-entrepreneur, he previously co-founded LeadGenius (Y Combinator W2011), which raised over $30 million and grew to hundreds of employees before he stepped down to return to his roots in user-centric design. With a graduate research background spanning UC Berkeley's School of Information and Helsinki's Ubiquitous Interaction Group, Narula built Marvin alongside his brother Chirag Narula in 2020 — this time with AI baked in from the ground up. The platform now serves 4,000+ teams and 13,000+ users, including 10 Fortune 100 companies.