Insight Kits

This article applies to: UserTesting 

On this page:

• About Insight kits
• Marketing Insight Kit
• Design Insight Kit
• VoC (Voice of the Customer) Insight Kit

About Insight Kits

• Ready-to-use templates and optional expert services that help teams quickly validate work using real customer feedback.
• Built-in research governance so teams can self-serve without sacrificing quality
• Scalable insights designed for organizations expanding across global product, marketing, design, and CX teams
• Optional services, like training sessions or highlight reel creation, to help teams embed testing into their workflows
• Structured guidance so even non-researchers can confidently get started

Marketing Insight Kit

Built for marketing teams who want to stop guessing and start validating.

Templates for:

• Ad testing (creative and message)
• Message clarity testing
• Competitive comparison
• Value proposition validation
• Landing page experience testing

Use cases

• Compare ad variants to identify which drives the most recall, clarity, and action, before spending budget
• Compare your creative and messaging against competitors to uncover what customers prefer and why
• Uncover first impressions, task completion barriers, and friction points that hinder mid-funnel conversion
• Test if audiences interpret your messaging as intended and catch points of confusion early
• Validate that your value proposition resonates, stands out, and aligns with customer needs before launch

Optional services:

• Foundational insights: uncover audience expectations or brand perceptions
• Team enablement: coaching to embed customer validation into marketing workflows

Design Insight Kit

Help design teams test early and often to reduce rework and drive impact.

Templates for:

• Prototype testing (early-stage validation)
• Navigation flow testing
• Concept validation
• Usability benchmark testing
• Visual design testing

Use cases:

• Validate if a new design concept resonates with users and meets visual clarity and brand alignment goals
• Identify friction in user flows or information architecture by testing if users can easily find key actions or content
• Catch usability issues early by testing prototypes before development to reduce costly rework
• Monitor design quality over time to compare usability across versions and teams
• Collect feedback on visual design elements to ensure clarity, appeal, and brand alignment

Optional services:

• Benchmarking programs 
• Transformation support for scaling design testing across product squads

VoC (Voice of the Customer) Insight Kit

Go beyond survey scores — understand the why behind NPS and CSAT.

Templates for:

• Customer journey mapping
• Multimethod customer support testing
• Pain point discovery
• Experience breakdowns tied to satisfaction metrics
• Persona deep dive

Use cases

• Map the full customer journey to uncover key moments of delight and friction
• Explore cross-channel customer behavior and identify breakdowns at key handoff points
• Pair NPS scores with video feedback and highlight reels to give leadership context behind the metrics
• Identify recurring customer issues and prioritize fixes that drive the biggest impact
• Enrich personas with real customer voices and behaviors beyond survey data

Optional services:

• Consultative services for storytelling and stakeholder alignment
• Highlight reel creation to turn survey data into rich, actionable stories

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