In this episode of the growth-minded SUPERHEROES Podcast, André Morys and Julia Rumpf sit down with Els Aerts, one of the most respected voices in user research and experimentation.

They dive deep into the critical role of qualitative research in making better business decisions, the biggest mistakes companies make when gathering user insights, and the ongoing debate about AI's role in research. Els shares her expertise on how to ask the right questions, avoid misleading data, and connect business success with real user needs.

🚀 Key Takeaways:
🔷 Why experimentation is all about helping businesses make better, user-centric decisions
🔷 The 7 deadly sins of user research and how to avoid them
🔷 How AI can assist - but also mislead - user research
🔷 Why failing isn't the problem - but repeating the same mistakes is
🔷 The power of asking the right questions and what happens when you don’t

See Els Aerts LIVE at growth-minded SUPERHEROES 2025!

Els will be taking the stage on June 18, 2025, at GMS in Frankfurt, sharing insights on the “7 Deadly Sins of User Research.”

🎟️ Save €100 on your ticket with the code ELS100 at 👉 www.growthmindedsuperheroes.com

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