Case Study: HubSpot accelerates customer research and shapes its AI roadmap with Outset

How HubSpot Ran 100+ Interviews in Days with Outset — and Shaped Their AI Roadmap

HubSpot, a global platform for marketing, sales, and customer service, faced a critical challenge in keeping up with its key persona, Growth Gabby, as AI rapidly changed customer needs. Their existing research methods, like slow focus groups and manual surveys, were insufficient for the required speed and depth. With a small team, they lacked the bandwidth to run the regular, high-quality qualitative research needed to de-risk decisions and inform their roadmap, creating a significant gap in their customer understanding.

To solve this, HubSpot implemented Outset to create the "Growth Gabby Listening Post," a quarterly, AI-moderated qualitative program. The Outset platform enabled them to run over 100 in-depth interviews in just a few days, a task that previously took weeks. The AI handled moderation and instant analysis, uncovering unexpected customer pain points. The insights directly influenced HubSpot's AI product roadmap and brand campaign messaging, providing a competitive advantage and gaining widespread visibility across the company.

HubSpot

Jessica Davis

Senior Manager of Customer Insights