5 User Research Tools to Help You Better Understand Your Customers in 2021

The need for digital experiences has become critical to many businesses’ survival. Customers’ needs and expectations changed significantly in 2020 and will continue to evolve in 2021. It’s more important than ever for companies to equip themselves with high-quality customer insights and truly understand what their users want. 

We’ve compiled a list of 5 tools — and how and when to most effectively use them — to help you confidently deliver the best experience possible and ultimately increase conversions.

Find the right audience for a user testing panel 

Ethnio recognizes that your data is only as powerful as the testers behind it. That’s why it’s essential to find the right testers to ensure that your business gains accurate results from your research efforts. Ethnio offers an end-to-end platform that does the work of finding a dedicated pool of testers, handling payment, and scheduling your market research. The project management features enable your business to track research activity and collect weekly reports so you can focus on acting on the feedback you receive instead of handling the logistics.

Conduct pre-live testing to optimize before launch

WEVO is a customer experience platform that provides the fastest, most accurate insight to optimize digital experiences. WEVO’s human-augmented AI model allows organizations to test not only live websites but also concept designs, without the need for live traffic. WEVO pinpoints the UX, design and content that is most and least effective for target visitors. Measuring against industry benchmarks and delivering key findings with actionable recommendations from expert analysts, WEVO uncovers WHY more customers are not engaging, and by testing pre-live, you can eliminate costly iterations after launch. 

Compare experiences with A/B testing 

A/B testing is an effective way to evaluate the performance of two experiences against each other. Optimizely is a platform that allows advanced A/B testing of websites, mobile apps, OTT, and IoT. Use Optimizely to experiment on all aspects of your digital experience —  which of your calls to action is the strongest, which headline is more attention-grabbing, which layout is more intuitive, and anything else you need to know. This rapid cycle feedback allows teams to test and learn quickly and design confidently. 

Get real-time user feedback  

User Testing is an on-demand provider of human insights. Through the User Testing platform, you can easily select a panel of their testers–or provide your own–and invite them to engage your products, apps, and messaging. You’ll receive on-demand videos within hours, or if you prefer, conduct live interviews for immediate feedback. Once your outreach is complete, you can browse transcripts, discover themes, and make notes on all of your interactions.

Collaborate and share user research across your organization  

Dovetail is a cloud-based platform for storing, analyzing, and sharing user research and customer feedback. Their focus is on the collaborative team effort. Whether your team needs to handle bug remediation or website optimization, you can share the data collected by Dovetail to ensure that everyone has the information they need to get the job done. With Dovetail, you can explore trends and patterns within your collected data, share information within your organization, and leverage secure data storage within this single platform.


User research can be the difference between a successful digital experience and a failing one. Recognizing the gap between what users want when they reach your website or app and what they actually get is the key to improving your conversion rates, and there are a number of services available to help you get started.

If you’re ready to start leveraging powerful customer insights, get in touch today to learn more about WEVO.

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