Product Discovery tools
Ultimate guide, 2024

Product Discovery tools
Ultimate guide, 2024

Generative AI is leading us into a golden age of Product Discovery tooling. 


The AI revolution making it easy to generate ever increasing amounts of qualitative data, but it’s also making it easier to make sense of that data. 

There have never been more choices available as you build your Product Discovery toolkit. 

As a result, finding and evaluating Discovery products can be challenging.  

We have tried to capture all of the relevant categories within Product Discovery to build a list of tools for you to evaluate.

Generative AI is leading us into a golden age of Product Discovery tooling. 


The AI revolution making it easy to generate ever increasing amounts of qualitative data, but it’s also making it easier to make sense of that data. 

There have never been more choices available as you build your Product Discovery toolkit. 

As a result, finding and evaluating Discovery products can be challenging.  

We have tried to capture all of the relevant categories within Product Discovery to build a list of tools for you to evaluate.

1

1

User research

repositories

User research

repositories

PURPOSE

PURPOSE

Be the single source of truth for all of your customer research.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

User Research repositories are typically used by mid-market and enterprise companies with established User Research teams. Overkill for product teams that want to do their own customer research.

User Research repositories are typically used by mid-market and enterprise companies with established User Research teams. Overkill for product teams that want to do their own customer research.

FEATURES

FEATURES

  • Store and organize interviews 

  • Video transcription

  • Interview tagging, manual

  • Report generation

2

2

AI-notetakers

PURPOSE

PURPOSE

AI-notetakers are becoming ubiquitous during customer interactions. Products in this category attend your meetings, generate transcripts and summaries, and perform simple follow-up tasks like writing a follow-up email.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

Some AI-notetakers have a bot that attends the call, while others are "bot-less". The nice thing about a bot is that you don’t have to worry about consent since it’s obvious that an AI-notetaker is attending the call. Some people worry that the presence of an AI-notetaker will make the other attendees share less information.


Other factors to consider when evaluating an AI-notetaker is the quality of the transcription, the integrations available, and the quality of the summaries generated after the fact.

FEATURES

FEATURES

  • Interview bot attends meeting

  • Generates transcripts and summaries 

  • Writes follow up emails 

  • Integrates with internal messaging tools to share updates

3

3

Product feedback
aggregators

Product feedback
aggregators

PURPOSE

PURPOSE

Aggregates customer feedback from various sources (ie support emails, Slack, Hubspot, sales call transcripts, user interviews, etc) and identifies common product issues and feature requests.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

This category of products only becomes useful once you generate too much product feedback to process manually. You’ll need to be generating hundreds of pieces of user feedback per month to justify investing in a solution.

This category of products only becomes useful once you generate too much product feedback to process manually. You’ll need to be generating hundreds of pieces of user feedback per month to justify investing in a solution.

FEATURES

FEATURES

  • Connect multiple data sources

  • Reports on common feature requests, product issues

  • Automatically distribute reports to team (via Slack, etc)

  • Some products offer sentiment analysis

  • Connect multiple data sources

  • Reports on common feature requests, product issues

  • Automatically distribute reports to team (via Slack, etc)

  • Some products offer sentiment analysis

4

4

Roadmap management

Roadmap
management

PURPOSE

PURPOSE

Ten years ago, roadmaps were primarily managed as backlog items in issue tracking tools. Since then, roadmapping has become a dedicated product category. Nowadays, many product roadmapping tools offer features that support collecting user feedback and can sometimes act as a CRM for product teams.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

Roadmapping platforms become relevant as a company matures and hires multiple product managers. Therefore, products in this category aren’t relevant for many pre-seed and seed-stage startups. You should ensure that the roadmapping tool you choose integrates with your issue tracking software as well as your CRM.

Roadmapping platforms become relevant as a company matures and hires multiple product managers. Therefore, products in this category aren’t relevant for many pre-seed and seed-stage startups. You should ensure that the roadmapping tool you choose integrates with your issue tracking software as well as your CRM.

FEATURES

  • Collect, store and organize user feedback from a variety of sources (via manual entry and integrations with support tools, engagement platforms and team chat)

  • Write and organize Product Requirement Documents (PRDs)

  • Track OKRs (objectives and key results)

  • Prioritize roadmap

  • Build reports to communicate your roadmap

  • Notify customers of features that they have requested

  • Integrations with issue tracking tools

  • Collect, store and organize user feedback from a variety of sources (via manual entry and integrations with support tools, engagement platforms and team chat)

  • Write and organize Product Requirement Documents (PRDs)

  • Track OKRs (objectives and key results)

  • Prioritize roadmap

  • Build reports to communicate your roadmap

  • Notify customers of features that they have requested

  • Integrations with issue tracking tools

5

5

AI-Moderated interviews

AI-Moderated
interviews

PURPOSE

PURPOSE

A new category of products is emerging that uses AI to lead user interviews on your behalf. Many of these products rely on a chat interface to perform the interview. These tools are largely considered experimental, and we haven’t seen a product that can replicate the same level of quality that a trained researcher or PM can generate. However, it’s only a matter of time before these products mature.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

The main question to consider is if products in this category can generate the quality level you need to make significant product decisions. It’s also important to ensure the AI can stay on a particular subject and avoid hallucinations. This product category is still experimental and well-suited for companies with teams who have the bandwidth to test and evaluate innovative products.

The main question to consider is if products in this category can generate the quality level you need to make significant product decisions. It’s also important to ensure the AI can stay on a particular subject and avoid hallucinations. This product category is still experimental and well-suited for companies with teams who have the bandwidth to test and evaluate innovative products.

FEATURES

FEATURES

  • Create an interview guide 

  • Usually integrates with panel companies (ex: userinterviews.com)

  • Analyze interview results 

  • Generate reports on insights

  • Create an interview guide 

  • Usually integrates with panel companies (ex: userinterviews.com)

  • Analyze interview results 

  • Generate reports on insights

6

6

Interview analysis tools

Interview analysis
tools

PURPOSE

PURPOSE

This category of tools seeks to support and augment the existing customer research interview workflow. These tools typically extract insights from user research interviews and look for patterns between multiple interviews. Tools in this category are well-suited for product teams have limited or no dedicated User Research support.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

Certain tools in this category lean more towards summarizing interviews while others attempt to perform a deeper level of analysis. Tools in this category are susceptible to hallucination, so look for tools that attribute insights back to a direct customer quote.

Certain tools in this category lean more towards summarizing interviews while others attempt to perform a deeper level of analysis. Tools in this category are susceptible to hallucination, so look for tools that attribute insights back to a direct customer quote.

FEATURES

FEATURES

  • Extract insights from customer interviews

  • Identify themes across as et of customer interviews

  • Some products integrate with meeting software like Zoom, Meet etc.

7

7

User testing and interviews


Interview analysis
tools

PURPOSE

PURPOSE

User research platforms streamline the collection and analysis of user feedback for product teams. These tools enable direct engagement with target audiences through usability tests, interviews, and surveys, allowing for quick identification of user needs and behavior. This approach not only accelerates the product development process but also ensures decisions are based on real user insights, leading to more user-centric solutions.

Be the single source-of-truth for all of your customer research.

CONSIDERATIONS

CONSIDERATIONS

User Research platforms are a mature market that is in the midst of significant change. Incumbents like userinterview.com and usertesting.com  are favored by mature product organizations, and tend to focus on traditional research workflows, facilitated by PMs and UXRs. Smaller product teams and newer companies may skip over this generation of product entirely in favor of AI-moderated user research.

FEATURES

FEATURES

  • Recruiting tools to build panels of user interview subjects

  • Design and build different kinds of user tests, including live
    interviews, usability tests, surveys and more

  • Generate reports, transcripts, insights and highlight reels

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Copyright 2024 FForward. All rights reserved.

Copyright 2024 FForward. All rights reserved.