Els Aerts

Els Aerts is co-founder of AGConsult, part of Citizens. Since 2001, she has helped organizations improve their digital performance through qualitative user research. In the age of AI, Els advocates for human-centered UX and optimization, helping teams uncover insights that AI alone cannot reveal.

Presentation Title:
“The 7 Deadly Sins of User Research: How Bad Data Limits Customer Trust”

While it’s great to see a surge in interest and appreciation for user research, not all research is actually helpful or even reliable. In fact, bad research will lead to biased insights that can quickly erode the trust customers have in your brand.

In this talk, Els will teach you how to spot the good from the bad. So you can make better decisions for your business and your customers based on trustworthy research insights - whether they come from real users or AI - ensuring your growth is built on a foundation of truth rather than assumptions.