Best practices for activating your customer insights
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Companies often struggle to balance innovation with customer needs. But according to Matt Harrell , Co-founder and VP of Customer Experience at Givebacks, the secret to driving impactful product changes lies in tying research directly to business goals.
You really can’t separate the product from the customer experience, Matt said in his Insights Unlocked interview with Michelle Engle, UserTesting’s Chief Product Officer.
One standout topic from the interview is Matt’s approach to prioritizing user research by aligning it with quarterly OKRs (Objectives and Key Results). He explained how this method allows his team to stay laser-focused on key business objectives while ensuring user feedback directly informs product decisions.
“When we know which initiative we’re working on for the quarter, we break that down into specific research goals,” Harrell shared. “By tying it to OKRs, we ensure our research efforts are not only insightful but also driving the business forward.”
"The key is making sure the research you do is focused on what matters most to your customers and your business," — Matt Harrell, Co-founder and VP of Customer Experience at Givebacks
This system of alignment helps Givebacks efficiently manage its research resources and sift through numerous research requests. According to Matt, without this structure, teams can easily get overwhelmed by the volume of feedback.
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“There’s so much testing that could be done,” Harrell said. “But tying it to the OKRs is a great way to prioritize where you spend those precious hours.”
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This approach not only maximizes efficiency but ensures that product improvements are directly tied to user needs, creating a stronger, more customer-focused product.
Matt ended with a clear message: “The key is making sure the research you do is focused on what matters most to your customers and your business.”
Listen to the full episode to hear more of their conversation.
What are some ways you prioritize your customer feedback research? Share your thoughts in the comments.