Unlocking Customer Insights with Rafael Muchaxo – A Beyond Tech Series

Welcome to the grand finale of Beyond Tech Season 2! In this closing chapter, host Patrícia Afonso dives into a topic crucial to business success: customer insights. Joined by UX researcher and customer insights specialist Rafael Muchaxo, the discussion explores how understanding customer behaviour transforms decision-making and improves user satisfaction.

From focus groups to surveys, this conversation unpacks the methods and challenges of turning raw data into actionable insights. Whether you’re a marketer, designer, or data enthusiast, there’s something here for everyone.

What Are Customer Insights, and Why Do They Matter?

Customer insights go beyond numbers, acting as the voice of the customer in the decision-making process.

“Customer insights advocate for the customer’s voice and intentions, bringing them closer to our data interpretation and business decisions,” Rafael explains.

Unlike traditional digital analytics, which primarily focuses on quantitative metrics, customer insights blend qualitative studies — like interviews and usability tests — with quantitative methods to uncover the why behind user actions.

For instance, while analytics may show where users drop off on a website, customer insights aim to uncover why they left, providing the context needed to improve the user experience.

Methods for Gathering Customer Insights

Rafael shared some of the tried-and-tested methods he uses to understand customer behaviour:

• Interviews: One-on-one conversations with users to explore their motivations and frustrations.
• Surveys: Collecting data from a larger audience to quantify preferences and priorities.
• Usability Testing: Observing how users interact with prototypes to identify pain points.
• Tree Testing and Card Sorting: Techniques to understand how users organise information and navigate paths.

Each method provides a piece of the puzzle, helping businesses create a more holistic view of their audience.

Breaking Down Barriers: Common Challenges in Customer Insights

The journey to understanding customers isn’t without its hurdles. UX colleague Camila Fraga joined the discussion, highlighting two significant challenges:

1. Data Silos: “When data is fragmented across systems, it’s harder to get a complete picture of the customer journey.”
2. Bias: “Personal beliefs can skew interpretations, leading to incorrect assumptions.”

Rafael echoed these concerns, adding that recognising and addressing biases is a daily practice in customer insights. He emphasised the importance of objectivity and cross-team collaboration to overcome these obstacles.

Trends Shaping the Future of Customer Insights

The landscape of customer behaviour is evolving, especially as younger generations embrace digital-first experiences. Rafael shared his thoughts on this shift:

“While younger customers are more open to buying big-ticket items like cars online, we still need to bridge the gap between digital and physical environments to recreate the richness of in-person interactions,” Rafael noted.

This shift requires businesses to rethink traditional sales strategies, offering users innovative and seamless digital alternatives.

Why Customer Insights Are a Game-Changer

At its core, customer insights ensure businesses stay aligned with their audience. Rafael succinctly summed it up: “Understanding whether customers are happy and if their needs are being met is the trigger point for driving satisfaction and, ultimately, sales.”

These insights don’t just guide UX design — they shape strategies that prioritise the customer, fostering stronger connections and long-term success.

Thank You for an Amazing Season!

As we conclude Season 2 of Beyond Tech, we want to thank you for joining us on this journey. From data insights to customer-centric design, this season was all about understanding how technology influences the way we work and connect. Episode 5 is a perfect reminder of how customer insights can build meaningful connections between businesses and their audiences. Watch It Now on YouTube!

We hope the conversations sparked ideas and helped you see new possibilities in your projects. Stay tuned for what’s next — we’ll be back with more in the future!

Catch Up on All Beyond Tech Season 2 Episodes

Missed an episode or want to revisit your favourites? Here’s what we explored this season:

• S2 E1: The Episode About Data Insights
• S2 E2: The Episode About Data Science
• S2 E3: The Episode About Data Governance
• S2 E4: The Episode About Design and Analysts
• S2 E5: The Episode About Customer Insights

Let us know which episode resonated with you the most, and we’ll see you soon for the next chapter of Beyond Tech!