About Us

Pioneering user
research since 2004

When we created the first online card sorting tool, we set out to make user research more accessible. Today, that same mission drives everything we do — transforming how organizations understand and delight their users.

What sets us apart

Excellence in action

We pioneered user research automation and haven't stopped innovating since. Our platform combines powerful capabilities with intuitive design, making expert research accessible to all.

Expertise that empowers

Behind every feature is decades of research expertise and customer collaboration. We don't just provide tools—we help you uncover the insights that drive exceptional digital experiences.

Inclusive by design

Great research should be possible for everyone. We're committed to making user research more accessible, whether you're conducting your first study or scaling research across an enterprise.

Our Values

Our Values set us apart, and give our teams and employees guidance on how we work with our customers and each other.

Live in our customers' shoes

Understanding our customers isn't just a goal—it's our foundation. We immerse ourselves in their challenges, celebrate their successes, and constantly evolve to meet their needs. By championing user research and data-driven decision making, we ensure every interaction delivers real value and every solution addresses real needs.

Own it

Excellence is a commitment we make every day. As experts in our field, we combine deep knowledge with unwavering accountability. We're not afraid to challenge conventions, speak openly, or tackle complex problems head-on. When we commit to something, we deliver—no exceptions, no excuses, just consistent, high-quality results.

Game on!

Innovation thrives on curiosity and adaptability. We stay nimble, embrace change, and constantly seek better ways to serve our community. Whether it's pioneering new research methods or improving existing ones, we're always ready to rise to the challenge. Because in the fast-moving world of digital experiences, standing still isn't an option.

In it together

True excellence comes from collaboration. We've built our culture on a foundation of mutual respect, shared knowledge, and genuine care for each other and our customers. By fostering an environment where every voice matters and every contribution counts, we create better solutions and stronger relationships. This isn't just about working together—it's about growing together.

Join us in transforming digital experiences.

From Fortune 500 enterprises to emerging startups, organizations worldwide trust Optimal to power their user research. Ready to see what exceptional research looks like?
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