The team behind Rak
We're a research lab focused on one thing: making user insights faster, more rigorous, and more accessible.
Hiten has spent 15+ years building products and studying how people use them. He co-founded FYI (acquired), Crazy Egg (bootstrapped to profitability), and KISSmetrics. He's run thousands of user interviews, analyzed millions of user sessions, and shipped dozens of product experiments.
What he learned: Traditional user research is too slow. By the time you get insights, the product has already shipped. And qualitative research is powerful but hard to scale—10-15 participants tell you stories, but they don't give you statistical confidence.
Rak is the research lab he wished existed: fast enough to keep up with product velocity, rigorous enough to trust the findings, and honest about the tradeoffs.
Why Rak exists
I've seen too many teams skip user research because it takes too long. They ship based on gut feelings, then scramble to fix usability issues after launch.
Traditional research platforms (UserTesting, dscout) are great, but they're slow. 3 weeks minimum for a study. Agencies (IDEO, frog) are even slower—3-6 months for strategic work.
We built Rak to fill the gap: synthetic user testing that delivers 95% confidence interval findings in 2-3 days. It's not a replacement for all research. But for landing page optimization, UX validation, and messaging testing? It's faster and more rigorous than anything else.
HOW WE WORK
1. Evidence over opinions
We don't ship findings based on "most users said..." We calculate 95% confidence intervals. If the data doesn't support a claim with statistical rigor, we don't make the claim.
2. Honest about tradeoffs
Synthetic user testing is faster and more scalable than traditional research. But you trade real human emotion and serendipitous insights for speed and statistical confidence. We're transparent about when to use us (validation, optimization) and when to use traditional research (discovery, ethnography).
3. Ship fast
Research is only valuable if it ships before the product does. We deliver reports in 2-3 days, not weeks. If you're iterating daily, we keep up.
4. No black boxes
We publish our methodology. We explain how personas are validated, how 95% CI is calculated, and how adversarial validation works. You don't have to trust "AI magic"—you can audit the process yourself.
GET IN TOUCH
Email: research@rak.lab
Methodology: Read our full technical documentation
Work: View case studies