Unlocking the Value of Insights in Tech

Inspiring Insights

In the fast-paced world of tech, insights is still in its infancy. We chat with Betsy Aristud about building an insights function as the Head of Market & Customer Insights at Zapier, the cloud-integration software company.

Betsy spent a decade at Procter & Gamble, the CPG behemoth that has been at the forefront of consumer insights for the past 100 years. She’s now applying her expertise to tech and shares the challenges the industry faces—and what can be done.

“Once [tech companies] buy into the fact that, in order to move their product development and innovation forward, you need insights from market research, that’s when the magic happens,” says Betsy.

What You’ll Learn:

• Do tech companies understand the value of insights?
• Why insights need to be a priority from the start
• How to improve insights in tech
• Which companies do insights right
• Best practices for insights

Betsy’s Bio:

Betsy Aristud started her career as a chemical/process developer engineer for Procter & Gamble, but quickly realized she was more interested in why people wanted their products the way we were making them. So, she switched to product design/product research and the rest was history.

This new path naturally took Betsy into the customer insights/market research field. After 13 years with P&G, she decided to take a chance and switch from CPG to tech, working for companies like Logitech, Dropbox and now Zapier.

More from our guest: Betsy Aristud

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