Local Data Matters: Interview with Dave Lieber, Managing Director at Norstat Switzerland and TestingTime

Delivering user and market research data

“TestingTime has been part of Norstat for over three years. We specialise in test user recruitment, particularly in the usability space, with a strong focus on qualitative research and studies,” Dave explains, adding, “We now also offer the full range of data collection services from the wider Norstat group to our clients in Switzerland.”

“Our goal is to become the leading provider of end-to-end user and market research data in the Swiss market.”

Core values of Norstat and TestingTime

“The best thing about Norstat and TestingTime? Honestly, it’s simple: People,” Dave says. “From day one, it’s been about genuine relationships, but combined with a strong focus on quality, performance and efficiency. This balance, while still being profitable and growing, is central to how the team works with our clients and partners. For me, that’s what makes Norstat and TestingTime so exceptional.”

The future of UX and market research

“In the UX space, we see consolidation happening,” he notes, adding that it remains people-driven: “UX researchers, designers, and product managers are the primary buyers of test users. In market research, it’s more about budgets for data collection.”

The European market faces pressure from cost constraints and AI hype, but Dave is clear: “We strongly believe real user feedback remains essential. Technology can never truly test itself; even when it does, a human still always needs to validate it. This element stays central. Right now, our focus is on being efficient, delivering quality, and having the patience and endurance to manage the current noise.”

Looking ahead, he highlights growth through partnerships, closer integration with technologies and UX tools, and above all, continuing to provide trustworthy data from real people.

AI as an enabler, not a replacement

“I believe we need to embrace this technology relatively quickly; AI is here to stay. Right now, there’s a lot of uncertainty, and the dust still needs to settle.” Dave says. He sees AI helping with analysis, insight consolidation, and first iterations of reporting, but stresses that “the data AI works with must come from real people. Rather than seeing AI as a threat, we see it as a partner, helping us process human-generated data and user insights faster, ultimately delivering better results and creating products that end users truly love.”

A favourite project

Dave enjoys projects that allow him to explore new technologies. One project he finds particularly exciting is TestingTime’s Private Pool Product. But he adds: “I also enjoy simpler tasks like distinguishing between different types of tomatoes.”

Why Norstat and TestingTime

“It’s quite straightforward: we deliver real user feedback, and at the highest quality – something that currently no one else in the European market does as efficiently and as quickly,” Dave concludes, adding, “We offer a simple self-service process, with excellent customer support in the background. In other words, we combine technology with humanity, exactly when needed.”

Norstat supplies data to trust, for decisions that matter.

Learn more about Norstat Switzerland