Case Study: Twilio achieves rapid, data-backed customer discovery and experiment prioritization with Qualaroo

A Look into Twilio’s Process for Studying Customers

Twilio, a fast-moving communications platform provider, needed a lightweight, scalable way to run continuous customer discovery so teams could quickly validate ideas without large research budgets. To solve that challenge Twilio adopted Qualaroo’s on-site question engine and targeted survey prompts to capture direct customer feedback during product development.

Qualaroo’s self-serve tool gave 18 Twilio teams rapid access to targeted insights—teams can go from opinion to data in under five minutes and often begin running surveys within a week—helping prioritize hypotheses, shape experiments, and improve onboarding, engagement, and retention. By using Qualaroo, Twilio increased the efficiency of its discovery process and raised the likelihood that formal experiments would yield positive, customer-backed outcomes.

Twilio

Nthabi Choma

Research Operations Manager