Big data is helping many companies become smarter. Now it's empowering UX practitioners to see patterns in mountains of data that would otherwise be underused or overlooked. Customer feedback, trends in support issues, analytics, usability test notes, customer interview transcripts, tweets, blog comments and more can be connected and searched to find serious flaws in designs and inform the next iteration. Research has always been a core part of the UX workflow, but after a study ends, the wisdom gained often slips into obscurity and is never seen again. Aarron will share advice on how to centralize all research data and stream new sources into the pool so you can learn more about your audience and make smarter design decisions.