In this episode of The Dialogue Architects, host Lauren Goerz sits down with Aleks Bass, Chief Product & Technology Officer at Typeform, to explore why customer research is becoming even more important in the age of AI. Here's What You'll Hear Why customer research becomes more valuable in the age of AI How Aleks' psychology background influences product strategy The three principles Typeform uses to build better products Why shared language creates better collaboration across teams How AI-powered data enrichment improves customer experiences Inside Research Flow and AI-moderated customer interviews Why qualitative research still matters at enterprise scale How structured processes accelerate AI product development Why customer feedback beats AI simulation every time The future of AI-first product organizations Timestamps (00:00) Meet Aleks Bass (00:44) From Psychology to Product Leadership (01:22) Three Principles for Building Better Products (04:53) Typeform's Evolution Beyond Forms (07:10) What It Means to Be AI-First (08:29) AI-Powered Data Enrichment (11:18) Designing Better Customer Conversations (14:25) Inside Research Flow (17:42) Why Product Fundamentals Still Matter (20:02) Scaling Customer Research with AI (26:08) Managing AI Product Teams (30:24) Why Process Is Your AI Superpower (36:24) Customer Conversations vs AI Simulation (38:49) Closing Thoughts About the Guest Aleks Bass is the Chief Product & Technology Officer at Typeform, where she leads product strategy, engineering, and AI innovation. Drawing on her background in social psychology and market research, Aleks champions a research-first approach to product development that prioritizes understanding customer behavior before building solutions. Today, she is leading Typeform's transformation into an AI-first customer intelligence platform, helping organizations collect richer insights, automate research, and make better product decisions through a combination of human-centered design and artificial intelligence.
In this episode of The Dialogue Architects, host Lauren Goerz sits down with Aleks Bass, Chief Product & Technology Officer at Typeform, to explore why customer research is becoming even more important in the age of AI.
Here's What You'll Hear
Why customer research becomes more valuable in the age of AI
How Aleks' psychology background influences product strategy
The three principles Typeform uses to build better products
Why shared language creates better collaboration across teams
How AI-powered data enrichment improves customer experiences
Inside Research Flow and AI-moderated customer interviews
Why qualitative research still matters at enterprise scale
How structured processes accelerate AI product development
Why customer feedback beats AI simulation every time
The future of AI-first product organizations
Timestamps
(00:00) Meet Aleks Bass
(00:44) From Psychology to Product Leadership
(01:22) Three Principles for Building Better Products
(04:53) Typeform's Evolution Beyond Forms
(07:10) What It Means to Be AI-First
(08:29) AI-Powered Data Enrichment
(11:18) Designing Better Customer Conversations
(14:25) Inside Research Flow
(17:42) Why Product Fundamentals Still Matter
(20:02) Scaling Customer Research with AI
(26:08) Managing AI Product Teams
(30:24) Why Process Is Your AI Superpower
(36:24) Customer Conversations vs AI Simulation
(38:49) Closing Thoughts
About the Guest
Aleks Bass is the Chief Product & Technology Officer at Typeform, where she leads product strategy, engineering, and AI innovation. Drawing on her background in social psychology and market research, Aleks champions a research-first approach to product development that prioritizes understanding customer behavior before building solutions. Today, she is leading Typeform's transformation into an AI-first customer intelligence platform, helping organizations collect richer insights, automate research, and make better product decisions through a combination of human-centered design and artificial intelligence.