Podcast Summary: Insights Unlocked
Episode: The Future of Customer Insights Starts in 2026
Date: December 29, 2025
Host: Nathan Isaacs (UserTesting)
Guest: Mike McDowell, Principal Solutions Marketing Manager at UserTesting
Episode Overview
This episode explores the rapidly evolving landscape of customer insights and experience research as UserTesting looks toward 2026. Host Nathan Isaacs sits down with Mike McDowell, a seasoned product evangelist and frequent content creator, for a candid, high-energy discussion on innovations in AI, enhanced research workflows, Figma plugin integrations, and democratized access to insights. Chock full of practical examples and future-facing perspectives, the episode arms product, UX, and marketing leaders with the knowledge they need to stay ahead and deliver impactful, customer-centric experiences.
Key Discussion Points & Insights
1. The Changing Role of Customer Insights and Personal Approach
- Mike’s Background and Perspective:
- As a former customer of UserTesting, Mike brings an evangelist’s approach—creating content and frameworks to help teams get answers by whatever means necessary.
- Quote:
"Most people in corporate headquarters are in a complete black hole. They have no idea what their customers think. And so I just try to create content that I think answers questions for people or helps them figure how to get their own answers." (02:30, Mike McDowell)
- Practicality Over Promotion:
- Nathan and Mike stress value-added content over sales pitches, noting that insights frameworks are adaptable whether or not a listener uses UserTesting.
2. Technology Trends Headed for 2026
- AI Test Creation & Automation
- Users will soon be able to describe what they want to learn, and the platform will generate a full test plan—starting with the Figma plugin beta, already piloted by major clients.
- Quote:
"You can just type in what you want to learn and it will give you a test plan for that … I'm very excited about that." (04:23, Mike McDowell)
- AI Analysis, Moderation & Participants
- AI-driven report generation and potential for AI-moderated sessions and AI participants—used for upfront validation of basics like accessibility and design best practices.
- Emphasis on speeding up the process of obtaining actionable insights, which benefits both researchers and non-researchers.
- Platform Redesign & Deep Integrations
- Expect a modernized look and feel.
- Enhanced integrations: e.g., Figma, Jira, Confluence, Miro—letting teams access and use insights in their daily environments via APIs.
- Quote:
"You’re going to start being able to bring those UserTesting insights into other platforms." (09:09, Mike McDowell)
- Upgraded Diary Study Capabilities & Longitudinal Research
- Diary studies becoming easier to manage, more packaged, and equipped with AI to assist in participant engagement and data analysis.
- Customer Feedback Shapes Product: UserTesting prioritizes developments customers ask for—like packaged diary studies and bench-marking capabilities.
3. Democratizing Insights Across Organizations
- Empowering Everyone, Not Just Researchers
- Focus on making customer research accessible—enabling anyone (not just specialists) to launch studies and uncover impactful insights.
- Newcomers are often shocked at how easy the platform is to use.
- Quote:
"Giving people agency … I want you to just try and do it yourself because I think you’ll find out how easy it is." (13:42, Nathan Isaacs)
- Quality and Vetting of Panel Participants
- Dedicated audience solutions teams. Ongoing effort in vetting, fraud detection, and maintaining quality participant pools.
- AI now screens participants, providing guidance on screener questions and catching fraud before it reaches users.
- Sharing and Embedding Insights Anywhere
- Research clips/videos can be embedded in design tools (like FigJam) or Jira tickets, enhancing internal communication and empathy.
- New AI-driven search lets employees ask if a question has already been answered (e.g., "Has anyone ever mentioned login?"), saving time and preventing redundant studies.
- Quote:
"Democratizing research doesn’t just mean people coming into the platform, it means putting that research in all the places around the company." (15:59, Mike McDowell)
- "Pervasiveness" of insights: every team can access and act.
4. Overcoming Organizational Biases with Evidence
- Challenging the "HiPPO" (Highest paid Person’s Opinion) Effect
- Data and direct customer feedback help prevent decisions driven solely by internal opinions.
- Example: In a chocolate-themed research demo, what companies prioritize (e.g., Dubai chocolate) is often not what consumers value most.
- Quote:
"By true chocolate lovers … maybe that wasn’t the right thing to push. And yes, it’s trendy … but are their customers the people who are pushing the trend forward?" (18:18, Mike McDowell)
- Entertaining Organizational Archetypes:
- From HiPPO to the “Son of HiPPO,” “Rhino,” “Zebra,” “Seagull”—underscoring how internal biases need balancing with real voice-of-customer data.
Notable Quotes & Memorable Moments
| Timestamp | Quote | Speaker | |-----------|-------|---------| | 02:30 | "Most people in corporate headquarters are in a complete black hole. They have no idea what their customers think." | Mike McDowell | | 04:23 | "You can just type in what you want to learn and it will give you a test plan for that…" | Mike McDowell | | 09:09 | "You’re going to start being able to bring those UserTesting insights into other platforms." | Mike McDowell | | 13:42 | "Giving people agency… I want you to just try and do it yourself because I think you’ll find out how easy it is." | Nathan Isaacs | | 15:59 | "Democratizing research doesn’t just mean people coming into the platform, it means putting that research in all the places around the company." | Mike McDowell | | 18:18 | "By true chocolate lovers … maybe that wasn’t the right thing to push. And yes, it’s trendy … but are their customers the people who are pushing the trend forward?" | Mike McDowell |
Timestamps for Important Segments
- 01:16 – Mike’s unique background and content philosophy
- 03:51 – What excites Mike about 2026: AI, Figma integration, diary study upgrades
- 04:10 – Deep dive into AI-enhanced test creation
- 09:09 – Extending insights via API and platform integrations
- 10:31 – Current and future AI-powered research workflow improvements
- 13:42 – Democratizing insights and empowering employees
- 14:49 – Maintaining contributor quality and panel management
- 17:48 – Data as the antidote for the “HiPPO” effect
- 18:18 – Case study: Chocolate product priorities vs. customer desire
Episode Tone & Final Thoughts
True to UserTesting and Mike McDowell’s upbeat and practical style, the episode both inspires and grounds listeners. The vision for 2026 is clear: widespread, AI-enhanced, and easily shareable insights—democratized for every level of the organization. The team’s commitment to iterating products based on genuine customer need, rather than hype, is evident throughout.
For more information:
- UserTesting customers should reach out to their CSMs or Mike directly (mmcdowell@usertesting.com / LinkedIn).
- Check out Mike’s "mic drop" videos for practical frameworks and updates.
- Explore podcast show notes and additional resources at usertesting.com/podcast.