Data shows that organizations with mature research practices achieve 2.3x better business outcomes than low-maturity ones. And that they're 1.5x more likely to invest in research tools.
When it comes to accelerating and scaling user research, choosing the right tool can be a game-changer.
If you’re currently deciding which user research tool to pick or already use a platform but believe Maze could better suit your company's needs, this article is for you. Read on to learn the top six reasons to choose Maze as your partner in user research.
Why use Maze to run user research?
Maze is the leading user research platform that makes products work for people by making user insights available at the speed of product development. Built for ease of use, it allows designers, product managers, and researchers to collect and share user insights when needed most, putting them at the center of every decision.
From its intuitive interface to its robust analytics capabilities, Maze offers a comprehensive suite of features designed to streamline your research workflows. Unlike other user research tools on the market, it brings together quantitative and qualitative research, panel and recruitment, and automated reporting all under one roof.
By switching to Maze, we've consolidated four tools into one. Our workflow has been simplified, and we're saving on budget. We've even been able to extend more licenses across the team at the same cost.
Heidi Brown, Director of Product Design and User Research at Classy
Ready to learn more? Let's delve into the key reasons Maze stands out in the crowded landscape of UX research tools.
1. One holistic research platform
Forget the struggle and costs of juggling multiple user research tools. Maze is an end-to-end research platform that supports both moderated and unmoderated testing, and allows companies to deliver better digital experiences by incorporating user feedback into all stages of product development.
With Maze, you can easily run mixed methods studies and get the full picture of your product experience by combining quantitative metrics, behavioral tracking, and qualitative insights all in one platform.
I love that Maze lets us use mixed methods in one study. For example, a prototype test and a card sort as part of the same study is absolutely brilliant.
Janet Taylor, Senior Director of Product Design and Research at Homebase
Key features:
- Concept and idea validation: Capture fast, actionable feedback on your early-stage concepts with five-second tests, opinion scales, open questions, and more
- Prototype and usability testing: Test sign-up flows, mobile app usability, prototypes, and much more with your users to shape better product experiences
- Content and copy testing: Test visual elements, web pages, copy, and messaging to refine your content strategy and leave the right impression with your audience
- Live website testing: Run research on live features and experiences, and gather insights on how your website performs in real-time from real users
- Feedback surveys: Measure customer satisfaction, collect quantitative data to explore key trends, and dive deeper into your users' comments
- Interview studies: Powered by AI, Maze’s Interview Studies allows you to quickly convert raw data into structured highlights, summaries, and themes and share automatic reports with stakeholders
- Card sorting: Uncover your users' mental models in no time with automated analytics and define better naming, navigation, and information architecture
- Tree testing: Assess your information architecture, test your terminology and groupings, and help users find the information they really need
I think the greatness of Maze is being able to collect qualitative and quantitative data.
Maud Plessis, Senior Researcher at BlaBlaCar
In practice:
At BlaBlaCar, research is involved in all stages of the product-building process—from product discovery and development to launch and feature adoption. Discover how BlaBlaCar used Maze to gather both quantitative and qualitative data, democratizing research across the organization and promoting the voice of its users at scale.
2. Automated, custom reporting
Creating impactful and visually-rich research reports can be a challenge. While many tools require you to spend hours analyzing data manually, Maze auto-generates reports, themes, and insights, including design metrics, heatmaps, and path analysis, for every piece of research you run.
You can bring your Maze Reports to your favorite productivity tools, like Notion, FigJam, or Miro, or easily share them with anyone on your team through a link or PDF, and collaborate on next steps directly in Maze. This will make it easier than ever to bring research to the table and accelerate your decision-making process across your organization.
Key features:
- Maze Reports: Automatically build visually-rich, customizable reports that you can share with your team to move smarter, faster, and with a clearer view of the ROI
- Clips: Capture audio, video, and screen recordings of individual user sessions that you can keep and playback at any time
- Automated themes: Let AI identify common themes in your open-ended questions in minutes, then filter your insights by theme and sentiment for greater visibility
- Maze integrations: Connect Maze with your other favorite apps, including Notion, Slack, and FigJam, to easily share insights across your workflow
- Collaboration: Create workspaces where teams can organize and manage their projects and invite collaborators to view and share feedback on reports
In practice:
Explore how Halftone Digital relies on Maze Reports to provide visual insights into their results and communicate product success and progress. By implementing Maze into their workflow, the team achieved faster insights, improved usability scores by up to 25%, and enhanced client satisfaction.
Other tools on the market didn’t seem to offer the same level of insights, broken down into the details and metrics we wanted. Whereas the reporting in Maze is really good, it’s very easy to show to someone and quickly get insights.
Mike Arney, Co-founder of Halftone Digital
3. The right participants, right away
Recruiting the right participants is one of the top challenges in conducting research, according to 60% of respondents in our 2024 Future of Research Report.
With Maze, you can significantly speed up and streamline your recruitment process. Select from a panel of thousands of participants worldwide, recruit in-app with Amplitude cohorts or via URL, or build and manage your own participant database.
Key features:
- Maze Panel: Choose from a diverse panel of over 280 million participants, filter with custom demographics, and collect quality insights from your target audiences
- In-Product Prompts: Measure product sentiment over time and recruit research participants with embedded screener surveys on your website
- Reach: Create a dynamic database of testers and send targeted research campaigns to your engaged participants with Maze's participant management tool
The Maze Panel and Reach are a great way for us to get results quickly. We’re getting answers within 24-48 hours instead of weeks—it’s been a game changer for us.
Anna Leach, Lead Product Designer at HqO
In practice:
Anna Leach, Lead Product Designer at HqO, and her team were looking for a tool to help them quickly validate and test new solutions. After reviewing several different solutions, they eventually decided on Maze. See how HqO tripled the number of research projects with Maze—from concept validation and content testing to participant recruitment and automated reporting.
4. Expert-level, scalable research across your organization
Empower every researcher, designer, and product manager company-wide to make product decisions based on user insights. With a quick onboarding experience and a modern and easy-to-use interface, anyone can use Maze to conduct expert-level research autonomously—while maintaining high-quality research practices.
Maze provides free educational resources and support materials to help you educate and enable stakeholders to gather quality research insights at scale, including guides and industry reports, templates, events, The Optimal Path podcast, and more.
"For someone who has never done UX research, Maze allows you to easily create a test and identify the results and data very quickly," says Melany Valderamma, Sr. UX Interaction Designer at GE. "Now everyone is taking the reins and are able to set up tests on their own."
By making it simple for both teams and users to engage in the feedback loop, Maze truly democratizes user research, allowing you to foster a culture of learning and informed decision-making throughout the organization.
Key features:
- Maze integrations: Integrate with leading product design tools like Figma, AdobeXD, and Sketch, as well as other essentials in your toolkit like Slack and Amplitude
- Efficient collaboration: Create team spaces, assign roles to team members, and invite collaborators to view and comment on projects and reports
- Maze templates: Choose from a library of professionally proven, pre-built templates to import, customize, and share with your users
- Question Bank: Access 350+ ready-to-use research questions so you can gather insights that will help build truly user-centered products
- Expert-level resources: Empower your team with the content, community, and product support that helps you build a research practice that doesn't sacrifice quality—including Maze’s UX Research Guide, Research Maturity Model, Maze University, and more
In practice:
Implementing Maze has enabled Klarna's product teams to run research autonomously, make user-informed decisions, and iterate faster while freeing up researchers to do more generative and strategic research. Learn how Klarna makes confident product decisions at 10x scale with Maze.
Maze is a key tool that allows us to scale research at Klarna—like an extension of a researcher’s arm, where we can 10X the ability to get user insights, to help product teams make user-informed decisions.
Deanna Wong, UX Research Manager at Klarna
5. AI-powered user research
Artificial Intelligence (AI) is clearly influencing the future of user research and product development. 44% of product teams already leverage AI tools to conduct research—reporting benefits like improved team efficiency, faster research, optimized workflows, and more time for strategic projects.
If you're looking to elevate your company's user research, we've got you covered. With Maze AI, you can collect more insights faster and with more precision than ever before, thanks to features like dynamic follow-up, contextual suggestions, and bias detection. Let's explore them.
Key features:
- Perfect question: Let AI identify bias, illegibility, or grammatical errors in open and closed questions, and provide newly-phrased questions as suggestions
- Generative follow-up: Trigger contextual, follow-up questions that delve deeper into each participant’s unique responses
- Themes and sentiment analysis: Let AI identify common themes in open-ended questions and assign positive, neutral, and negative tags to participant responses
- Maze renaming: Automate naming of mazes with contextual suggestions powered by AI and based on the questions included in the test
In practice:
The design and research team at Homebase grew 5x over the past 18 months. Yet their existing solution was hindering their ability to scale research. By switching to Maze, they managed to improve their research workflows, capture higher-quality data, and share insights more quickly and easily. Learn how Maze's AI-first technology allowed Homebase to focus on what matters the most—turning user insights into action.
The way Maze operates really speaks to the way research is done today and matches the way I think about research. With Maze, the reporting functionality and AI theming really stand out.
Janet Taylor, Senior Director of Product Design and Research at Homebase
6. Enterprise-ready solution
Maze offers a secure, enterprise-ready solution to enable company-wide research with full support and confidence. Top companies like Klarna, Bpifrance, Accenture, and more are already trusting Maze to increase their company's learning velocity, de-risk product investments, and turn research into a competitive advantage.
“Maze is a great research platform for Klarna because we move incredibly fast. For a company of our size, it still feels like decisions are made at the speed of a startup,” says UX Research Manager Deanna Wong. “That’s something I can’t stress enough—Maze really fits well with the pace at which our product teams need to move and work.”
Key features:
- Security and compliance: Focus on unlocking insights without worrying about your data protection with our FedRAMP, ISO, and SOC 2 Type II certifications, SSO, password-protected studies, private workspaces, and more
- Support and guidance: Get the most out of Maze with tailored onboarding and customizable training, a dedicated Customer Success Manager, and priority support from our specialized team
- Research Partner Program: Develop a personalized action plan for moving your research strategy forward, build a foundation of research knowledge across your team, or get your Maze partnership off the ground with guidance from a Maze Research Partner
- Transparent pricing: Maze offers a cost-effective and straightforward pricing model that allows you to scale user research across your team
Maze allows us to democratize research across multiple teams. We now collect feedback and insights 2x faster.
Jean-Baptiste Kaloya, Head of Product Design at Bpifrance
In practice:
While moving from a physical to a hybrid model, Bpifrance faced the challenge of meeting the diverse needs of their numerous customers. Discover how Bpifrance used Maze to scale research across 20+ product teams—collecting feedback insights 2x faster and taking their new financial product to market 3x faster.
Take the next step in your research success journey
Anyone working in a product team should be empowered to conduct research and make user-centered, informed decisions. Maze leverages the power of AI to democratize access to user insights and advanced research methods—making it the right tool for anyone looking to scale research, accelerate insights, and deliver exceptional products.
