How UiPath is turning market intelligence into decision infrastructure with Qualitate

Keeping pace with a market being reshaped by AI

UiPath helps enterprises govern and orchestrate automation. As AI changes what software buyers expect and where they spend, the company uses Qualitate to inform product, pricing, competitive strategy, and acquisition decisions.

For Brandon Deer, Chief Operations and Strategy Officer at UiPath, the challenge is keeping the company’s understanding of the market current. UiPath needs to understand what customers are adopting and translate that evidence into clear product choices and sharper messaging.

“We need intelligence that is moving as fast as this market is and as fast as our competitors are. It’s hard to do that with stuff that is static and done as one-off projects.”

UiPath already has strong customer relationships and feedback from its account teams, customer success organization, and advisory boards. Qualitate broadens that view beyond people who already know UiPath well, helping teams understand competing technologies and emerging categories outside their core markets.

Moving beyond the annual research readout

UiPath has worked with leading strategy consulting firms to bring an outside perspective into major decisions. Deer values that work, but the pace of AI has changed how long a market assessment remains useful.

A substantial research project can be valuable at the management readout and quickly become stale as the market moves. Research conducted once a year for planning, or every few years to assess long-term growth, leaves gaps between those outside perspectives.

Qualitate makes that research repeatable. Teams can return to market evidence as new questions emerge and priorities change.

“What’s incredible about Qualitate is that it’s dynamic, it’s repeatable, it’s cost-effective, and it’s a total disrupter to that end-service market.”

Informing what to build and how to price it

The product organization is one of the clearest areas where UiPath has found value. Qualitate helps the team understand which products are working well, where gaps remain, and what customers want improved. Those findings inform what the team builds next.

“It’s informed not just what to build, but what gaps exist and what customers are unhappy with,” Deer said.

Pricing presents another important use case. Enterprise software is moving beyond familiar seat- and platform-based models toward consumption, utilization, and outcomes. That creates a difficult transition for vendors and buyers accustomed to established purchasing models.

UiPath uses Qualitate to understand customer expectations, examine emerging pricing structures, and see how other companies are approaching the transition. The team can explore new approaches with direct evidence of how buyers think about them.

Getting up to speed on acquisition targets

Qualitate also supports UiPath’s corporate development and M&A work. When evaluating a target, the team can explore customer feedback, understand the surrounding market, and test its initial hypotheses.

That is particularly valuable when an opportunity sits outside UiPath’s historical areas of expertise. Deer describes Qualitate as instrumental in helping teams get up to speed quickly and make informed decisions about areas they do not yet know well.

From research tool to decision infrastructure

Deer sees a larger opportunity as Qualitate becomes more deeply embedded across the business. He envisions an operational tool spanning product, engineering, marketing, sales, and corporate development, with teams working from a shared body of current market evidence.

“It actually becomes part of your decision making infrastructure,” he said.

For Deer, the return is measured in the quality and timing of business decisions.

“The ROI to me is actually not the research dollars. It’s the mistakes that you avoid and the opportunities that you could have caught earlier, by utilizing something like this.”

He expects companies to move from periodic research toward always-on primary research, shortening the time between understanding a market change and acting on it. Qualitate’s role is to make that feedback loop practical across more of the business.

“In an AI market, I think that learning velocity, in and of itself, becomes a competitive advantage.”