Insights Data

In the fast-paced world of user experience research, data integration is essential for gaining a holistic view of customer journeys and making informed decisions. UserTesting addresses this with a new feature that integrates external experience data into its Insights Hub. Starting with Google Play and App Store reviews, this feature is set to transform and streamline the customer experience analysis process.

This article applies to: ut logo tiny.pngUserTesting 

Insights data is included in Ultimate plans​​ and available as an add-on for Advanced plans.



On this page:


 

Video walkthrough



 

Key features of data integrations

  • Holistic customer view: By integrating external experience data, such as app reviews, into the Insights Hub, users can triangulate data from various customer touchpoints. This provides a more holistic understanding of customer behaviors and needs, helping you be more confident in your decision-making.
  • AI-driven analysis: The platform uses AI to analyze integrated data and uncover key customer experience themes automatically. This capability simplifies the data analysis process, making it easier to spot trends, patterns, and pain points without manually sifting through extensive datasets.
  • Turning themes into shareable insights: One of the most valuable capabilities of UserTesting’s Data Integrations is the ability to uncover and share emerging trends and insights alongside all your relevant insights. The AI surfaces these themes, offering critical insights into how customer preferences and behaviors evolve, allowing businesses to stay ahead of trends.


 

How it works

The integration process is straightforward. Copy the App or Play Store URL of the app you wish to integrate (remember, this can be any app on the store) and paste it into the box (see below).

 

UserTesting will fetch app reviews via the app’s URL on the App or Play Store. This data will then be automatically analyzed by UserTesting AI, with trends and themes highlighted for easy identification (this process may take up to a few hours depending on the volume of app reviews, be sure to check in later)








In the example shown, data on topics like navigation issues, money-related factors, and personal preferences on colors surfaced, with each theme having actionable insights that can be further explored.

 

 

What's next?

UserTesting users will have even more tools to optimize their customer experience strategies. By leveraging external data and robust AI-driven analysis, businesses can ensure they’re listening to their customers and acting on those insights meaningfully.

As we approach the availability date for this feature, companies looking to improve their customer experience strategies should consider exploring these integrations to get a more complete, data-driven view of their customers.

 

 

 

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