While big data analytics has quickly innovated to reflect the A/B testing revolution in product design and development, survey methods have failed to keep up. As a result, signals that companies can track at scale, such as clicks and time-on-site, have become the most important decision-making inputs for both tactical and strategic decisions. Along the way, the sentiments of the people who use our products have been marginalized. The potential for better, more holistic decision-making that leverages both behavioral and sentiment data is largely unrealized.
To design better products, we need to be able to precisely track what our users think, but also understand more about why they think it. One driving force behind the lack of innovation in sentiment data collection is the belief that it isn’t practical or scalable. Judd Antin presents tested strategies that are both. These strategies build from several key principles:
Judd Antin leads the Experience Research team at Airbnb. He and his team embed themselves in product teams to provide quantitative and qualitative research at every stage of the product cycle. Prior to joining Airbnb in May 2015, Judd was a research manager at Facebook and a research scientist at Yahoo! Labs. Judd is a social psychologist who holds a PhD from the I School at UC Berkeley. In 2011, Judd was named one of MIT Technology Review’s “Top 35 Innovators Under 35.”
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