This book is dedicated to the visionary individuals and organizations that have been studying and championing the importance of human insight for decades across the fields of cognitive science, human factors, ergonomics, and human‐computer interaction. Their work on merging and maturing the practices of user‐centered design, human factors, and user experience has paved the way for our work, including what we've written here.

These trail blazers all embraced the belief that things should be designed to suit humans, instead of forcing humans to adapt to poor design. This belief was important in the early days of aviation; influential during the age of manufacturing and physical experiences; and is became absolutely critical in the current economy of personal computers and digital interaction.

Darrell Benatar and Dave Garr, UserTesting's visionary founders, belong on the list of thought‐leaders, and this book couldn't have been written without their commitment to genuine customer‐centricity. These two recognized the need for fast, reliable human insight way back in 1999, and have been advocating for its inclusion in all business decisions ever since. By helping companies experience what their customers experience, Dave and Darrell have changed the face of business. For the better. And we owe them a huge debt of gratitude.