Orbitworks brings customer truth to every product team with Threadline
Orbitworks' research group set the bar for customer closeness. Here's how Threadline helps
More than 62,000 organizations run on Orbitworks tooling to plan, build, and ship together. Staying close to those customers has been part of the company's wiring since it opened its first office in 2004. Every product line carries a standing commitment to hear from the people using it, and the research group is expected to lead from the front. Threadline is where that work lands — one shared hub that connects 34 research pods across four regions and makes their findings usable by anyone who needs them.
We sat down with five Orbitworks researchers working across different parts of the business to talk through how they run studies. They walked us through the habits they have refined over the past three years to stay ahead of a fast-moving market, and where Threadline fits into that.
“Put plainly, Threadline lets us work on the same evidence at the same time. It also means we can revisit and re-cut old sessions to build a story, which saves weeks and is genuinely worth the effort.”
Distributed teams, one shared source of truth
Getting close to customers is hard for any team spread across time zones, but the Orbitworks researchers make it look ordinary. On any given week, from Rotterdam to São Paulo, Bengaluru to Vancouver, someone is on a call listening to a customer describe what actually happened. To hold on to those sessions, make sense of them, and pull out findings that stay useful long after the study closes, they work in Threadline.
