Product teams, designers, and stakeholders need customer answers every day. But research usually arrives as one-off projects that land after the call has already been made. So people fall back on assumptions, and the insight that could have helped sits in a deck nobody opens again.

Robin Harrison, a researcher at Tes, set out to change that. Over the past year his team has built a continuous source of customer understanding in Askable, and made it something everyone can use right where they work. Now researchers, designers, PMs, and leaders get customer answers when they need them, instead of waiting for the next study. And they can trust those answers, because each one traces back to a real participant and a real session.

In this session, Robin walks through how Tes actually did it (messy bits included), with Askable's Head of Design, on why it works the way it does. The conversation follows their journey:

- Building a continuous source of understanding. How Tes's Insight Stream turns a steady flow of customer conversations into a living body of knowledge, alongside the deeper studies the team still runs.

- Making it accessible to everyone. How the whole team self-serves answers with Ask AI: researchers filling gaps in product specs, leaders checking ideas against real research before building them, designers and PMs getting customer answers without booking a researcher.

- Bringing it into the tools where work happens. Going from a customer question to a working prototype in minutes, live, through Insight Stream, Ask AI, and Figma Make. Robin explains why this became the workflow that stuck and how it changed the way his team builds.

- Evidence you can stand behind. Why all of this holds up when it matters. Every answer traces back to a real participant and a real session, so teams act on customer truth instead of an AI summary that sounds confident but comes from nowhere.We'll finish on where this is heading, and what changes when every team can ground a decision in real, verifiable customer understanding the moment they need it.

‍Who it's for: Researchers and insights leads who want their work shaping more decisions, and the product and design teams who rely on customer understanding being there, and being trustworthy, when they need it.