Uncovering User Truth: Fusing Data Science and User Research at Spotify

Colette Kolenda|User Research
Kristie Savage|Data Science
Peter Gilks|Director, Product Insights

Spotify’s product insights team combines user research and data science to gain rich insights that fuel product decisions. This talk uses a case study of combining a qualitative diary study (administered through Qualtrics) and a behavioral data dashboard. This mixed methods approach drives a holistic understanding of both when and, more importantly, why people engaged with a new ads feature.