Dr. Ari Zelmanow is the Sherlock Holmes of Customer, User, and Buyer Behavior. As a retired criminal investigator turned customer investigator, he uses detective-grade forensic analysis techniques to de-risk product decisions—and create business growth by shipping better products, faster. His Customer Forensics™ technique helps product teams collect and interrogate evidence like a detective, build defensible business cases like a trial attorney, and communicate these evidence-grounded business cases with the confidence of a primetime news anchor. He has helped product teams create value for customers THAT CREATES value for the business at Twitter, Indeed, Panasonic, Quantive, and is currently leading a product research team at Twilio. He believes in truth, justice, the Oxford comma, and NY-style pizza.