UX research beyond the AI answers. Moving the metrics

Spring season at ProductTank Valencia is here 🌿

New season, new questions: what do users actually do, not just what they say?

This spring at ProductTank Valencia we’re leaning into design and UX research. With Michael, we’ll dive into ethnographic research best practices and learn how to get closer to users’ real context and needs.

We all recognize the importance of UX research in product decisions, yet we don’t always use its full potential.

In this session, Michael will share unconventional UX research approaches drawn from my own practice: methods that move beyond surface-level data and reveal what truly shapes customer behavior.

And if Michael does his job well, he’ll leave not just with sharper tools, but newly in love with your customers.

We’ll explore:
– How to identify when analytics and AI tools are giving you only a partial picture.
– How ethnography uncovers hidden emotional drivers that translate into commercial impact.
– And how to turn deep behavioral insight into confident product decisions.

This is not a theory session. It’s a practical look at how research becomes a strategic advantage.