When Mateja Milosavljevic launched Five Second Test in 2008, one of the earliest UX research tools, he had a simple mission: make it easier for designers to understand how people experience their work. That micro-tool grew into UsabilityHub in 2013 and a decade later evolved again into Lyssna, a global user research platform trusted by brands like HubSpot, Klarna, Asana, Hilton, and GoDaddy. Through each transformation, Milosavljevic has stayed focused on one principle: balancing technology with human insights. It’s a philosophy that now defines Lyssna’s approach in an era dominated by artificial intelligence.
Amplifying Humans, Not Replacing Them
Much like previous industrial revolutions, the rise of AI is reshaping how we work, creating efficiencies but also sparking concern about automation and job loss. Lyssna takes a different stance. Rather than replacing people, the company uses AI to amplify them.
“Technology should serve researchers, not dictate how research happens,” says Milosavljevic. “Our goal is to remove the busywork so humans can focus on interpretation, empathy, and creativity.”
This guiding belief has shaped how Lyssna integrates AI into its platform. The company’s use of AI centers on automating repetitive or time-consuming tasks—for instance, parsing large sets of usability data, identifying patterns, or summarizing feedback. By delegating these technical tasks to AI, researchers gain more time to focus on what truly matters: translating data into insight and action.
Lyssna’s approach ensures that automation supports, rather than overshadows, the uniquely human aspects of research—curiosity, empathy, and contextual understanding. In doing so, the company positions itself at the forefront of ethical, human-centered innovation.
Transparency and Trust as Core Values
AI’s growing role in research has raised important questions about data use, privacy, and consent. Lyssna recognizes that maintaining trust requires absolute transparency about how its technology operates and what it does—and does not—do.
The company is explicit about when and how AI is used within its tools, making sure customers are never left guessing. It has also taken a firm stance against using customer data to train AI models, a practice that has become increasingly controversial in the tech world.
Instead, Lyssna builds its systems around privacy-first principles. Its tools comply with the highest global data protection standards, including GDPR and SOC 2, reflecting a deep commitment to both security and ethics. By prioritizing responsible data use, Lyssna goes beyond regulatory compliance—it sets a benchmark for integrity in an industry where transparency can often lag behind innovation.
Democratizing Research Around the World
Lyssna’s evolution from a single testing tool to a comprehensive research platform mirrors the broader democratization of UX research. What was once limited to specialized teams at large organizations is now available to anyone—from global brands to early-stage startups.
With an international participant panel spanning 124 countries, Lyssna makes it possible for teams to run meaningful tests that reflect diverse perspectives. Its suite of tools—ranging from unmoderated testing and moderated interviews to market research and participant recruitment—offers flexible options for every stage of product development.
Crucially, Lyssna understands that speed and scale should never come at the expense of empathy. The company’s platform is designed not just for efficiency, but for better understanding. This balance of rigor, accessibility, and care enables organizations to make decisions that are not only data-informed but deeply human-centered.
Listening as a Competitive Advantage
At its core, Lyssna’s success is built on listening—listening to customers who use its platform, and to participants who share their experiences. This dual commitment ensures that both sides of the research process feel heard, respected, and valued.
In an industry captivated by automation and rapid technological change, Lyssna is making a bold bet: that the future of research depends on keeping the human voice at the center. By combining the analytical power of AI with the emotional intelligence of people, Lyssna paints a compelling picture of what the next era of ethical, human-first technology can look like.
In doing so, the company stays true to the spirit that inspired it from the very beginning—proving that even in an age of algorithms, the most powerful insights still come from listening.
Copyright © 2025 California Business Journal. All Rights Reserved.
For California Business Journal Disclaimers, go to /terms-conditions/.
