Iberia Airlines + UserTesting

To strengthen its customer-centric culture and bring insights closer to decision-making Iberia launched its Research Hub—a centralized, cross-functional repository powered by insights gathered through UserTesting. The Hub became a bridge between research and business teams, making it easy to access, share, and act on customer feedback.

With over 60 research reports produced annually, the Hub ensured that customer perspectives weren’t just collected, they were consistently integrated into co-design processes and strategic decisions across the business.

As part of this broader strategy, Iberia adopted UserTesting to enhance its research operations—especially in the areas of discovery, usability, and rapid validation. The platform complemented existing research methods, helping teams accelerate learning cycles and make faster, more confident decisions.

Key ways Iberia leveraged UserTesting included:

• Testing concepts and prototypes before launch
• Quickly recruiting participants in key markets like Spain, the UK and Mexico
• Validating market-specific assumptions with real-world feedback
• Sharing insights in real time through the Research Hub

Customer insights were distributed widely across the organization through monthly prioritization meetings with directors, team check-ins, and a recurring research newsletter, helping establish a culture of continuous, customer-informed improvement.

Iberia’s journey toward a more insight-led organization has had a measurable and lasting impact—reshaping not only individual product and service decisions, but also the airline’s broader approach to customer experience.

By centralizing research through the Research Hub and integrating tools like UserTesting into daily workflows, Iberia enabled over 600 employees to actively engage with customer insights. This widespread adoption led to 95% of research projects driving improved decision-making, backed by an impressive 9.3 average satisfaction score across studies.

These insights translated into tangible business outcomes:

• In the LATAM market, Iberia redefined its value proposition to better align with customer expectations—ensuring better alignment with regional expectations and competitive positioning.
• Customer feedback directly influenced enhancements to onboard services, including updates to food offerings and service protocols, elevating the in-flight experience.
• Baggage management policies were adjusted to better reflect real-world needs, improving clarity and reducing friction for travelers.
• The team also redesigned customer communications, resulting in clearer, more effective and more empathetic messaging tailored to different stages of the journey.

Beyond individual touchpoints, Iberia developed a long-term, insight-driven customer experience strategy, anchored by a competitive tracking system that measures progress across digitization and sustainability initiatives. This framework ensures Iberia can continuously monitor performance and uncover opportunities to lead in innovation across the airline industry.

“Our partnership with UserTesting has been instrumental in accelerating Iberia’s transformation into a more customer-centric organization through research," Martin Beitía, Head of Innovation, Design & Research, Iberia Airlines. "While we had already built strong internal research capabilities, UserTesting helped us scale faster, test earlier, and connect insights more directly to product and business decisions. It’s not just a tool—it’s a strategic ally that helps us bring the voice of the customer into every corner of the organization. The integration of human insight has not only improved customer satisfaction—it’s helped drive strategic alignment across the business.”