This post originally appeared on the OpinionX blog.

80% of product and features are rarely or never used. Why? Because they’re building solutions for problems customers don’t care enough about.

I spent over a year on 100+ customer discovery interviews only to follow the wrong user need. I’ve also spent 5+ years as a Techstars Community Leader and Global Facilitator helping hundreds of early stage entrepreneurs from around the world to validate their ideas and build first-concept products. If there is one thing I’ve learned, it’s that validation is hard.

I’ve taken my experience and built a tool that helps…


As tech companies integrate user research as a standalone function, they are quickly rewriting the rules of the research industry as we know it.

The future of user research belongs to those that can mix qual and quant together

87% of companies say that the market today is more crowded than ever. With lower barriers to entry and more access to consumers online, the importance of delivering an incredible user experience has gone through the roof. This increased competition is what is driving the incredible growth of User Experience (UX) professionals.

This isn’t new news. UX has been on the rise for years. But there’s another change coming towards us that is going to move UX to centre stage as one of the most important parts of your company strategy in coming years. That change is called Product-Led Growth.

Rewriting the role of research


About a month into the job, I was told that if I kept eating ice cream at this rate, I’d be lactose intolerant by the end of the year. That’s not a work hazard most people consider when taking a new job, but as Digital & Innovation Lead of Refreshments Category at Unilever UK, eating ice cream every day was just a part of the job.

Also part of the job was a new perspective on consumer research. It was early 2019, I was leading a small team working on a global priority innovation project and lending a hand on…


This case study originally appeared on the OpinionX blog.

Feed the Heroes got closer to their donors core values using OpinionX

The Challenge

Feed the Heroes (FTH) is a nonprofit that launched as a rapid response from leaders within Ireland’s startup community to support frontline workers during the first COVID-19 lockdown in March 2020. After passing €1m in donations only 3 months after launching, FTH wanted to deepen their understanding of their donorbase.

The team’s research objectives were to understand donors core values, identify their motivations for donating, and gather feedback on the overall management of the campaign. Their base of 17,000 donors consisted primarily of individuals each making small contributions. Focus groups failed…


The fastest growing startups in the world are Product Led. These are the investors that realise that.

Companies like Slack, Dropbox and Calendly are all driven by the same strategy. It’s called Product Led Growth (PLG) and it’s going to be the defining startup trend of the 2020s.

“The center of power has shifted from the buyer to the end user,” — Blake Bartlett, Partner at OpenView Ventures

As OpenView Ventures (the firm that defined the term) puts it, PLG is about more than just go-to-market strategies like virality, freemium models and bottom-up distribution. …


This blog post originally appeared on the OpinionX blog.

The way that companies think about user experience has changed. The end user now makes the initial purchase decision to solve their own pain, not an executive thinking of bottom line impact.

This is called Product-Led Growth and it is creating a tidal wave of change across tech, particularly in UX and product teams. If the buyer is now the end user, then user experience is your new salesperson. There is less tolerance for bad UX than ever before.

Understanding end user pains is a discovery-driven research process that relies heavily…


This post originally appeared on the OpinionX blog.

A wise old proverb once said that you are the average of the people whose tweets you spend the most time reading. Whoever said that was obviously pretty ahead of their time. As we enter 2021, level up your UX Research chops by following the leading UXR voices on Twitter.

There are a few BNOCs (big names on campus) missing from this list — I selected my favourite accounts that tend to tweet more about research and less about how well their homemade carbonara turned out at the weekend. …


For a suuuuper short summary version, here’s a handy Twitter thread.

Building a startup is complicated.

There is an endless list of tasks that must be completed; a product roadmap to refine, bugs in the code to fixed, user queries to respond to, features that need to be built, the next round of funding to raise and finding the right people to hire. At times, the whole experience can feel frantic.

Every team member knows that the product won’t succeed without an obsessive focus on meeting users’ needs. Most companies prioritise this end-user focus at the start and deeply consider…


For a super short version of this read, check out this Twitter thread.

Mixed Methods Research is defined as a type of user research that combines qualitative and quantitative methods into a single study. Companies like Spotify, Airbnb and Lyft are using Mixed Methods Research to combine rich user insights with actionable statistics for deeper user insights.

Where has Mixed Methods Research come from?

The rules of user research have changed. The distinction between qualitative and quantitative research is becoming blurry as research at scale becomes more common. Fast-growing companies are prioritising researchers fluent in both qualitative and quantitative methods that can adapt to any research challenge…


This post originally appeared on the OpinionX blog, which you can find here.

The COVID-19 lockdown created an unprecedented impact on the education sector globally, with schools and universities around the world forced to rapidly adopt remote learning practices. We have compiled the 10 most important learnings gathered from over 1,000 students who engaged in digital focus groups run at scale by Dublin City University, Galway Mayo Institute of Technology, and the National Student Engagement Programme on OpinionX from April to June 2020.

OpinionX harnesses the power of collective intelligence through digital focus groups at scale to help meaningfully understand large populations online. All statements on OpinionX are written and voted on by…

Daniel Kyne

Co-Founder & CEO at OpinionX, a next-gen survey tool for human-centered user research. Former Digital & Innov Lead at Unilever, Global Facilitator at Techstars.

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