Top speaker 2023

Iga Mościchowska

co-founder at [ation] center


Iga is an experienced designer and co-founder of [ation] center, a company providing masterclasses, workshops and tools for product people. She is the Head of UX & Product Design postgraduate studies at AGH University and a mentor in the Google for Startups acceleration program. She’s a co-author of a bestselling book (PL: Badania jako podstawa projektowania user experience) and an annual report on the maturity of the UX in Poland. She’s the author of cards for planning workshops and planning UX research canvas. Outside of work, she’s an AFOL and a critter.

Iga Mościchowska


Long Lecture
UX Research

The Voice of the Customer - about the shortcomings of declarative research in product discovery

Voice of the Customer  - easy to get and analyze, hard to conclude from. Organizations have fallen in love with automatic techniques for tracking feedback from their customers. They eagerly reach for reviews, opinions, helpline reports and ratings on scales. It gives them a conviction that their organization is customer-centric. However, it is not the most accurate source of users' needs in product discovery. In the presentation, I will focus on what are the limitations of declarative methods and what are their alternatives.

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Iga Mościchowska



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