Lexicon created the name Auros for the parent company brand of UserTesting and User Interviews, the human network behind AI.

Problem

Every company today is drowning in data. UserTesting’s opportunity was the inverse: at the exact moment AI-generated insight has become abundant, real human truth has become scarce.

For two decades, UserTesting had built something extraordinary: the infrastructure to find real people and connect companies with their perspectives and expertise. But the name hit a ceiling. As the company’s own leadership put it, it “pigeonholes us into something of lesser value” than what the company had become.

The job for the name was not to describe a research tool. Rather, it was to represent a vessel large enough to carry the company to where it was headed: “the neutral, verified-human ground truth the AI economy runs on.”

Lexicon’s employee research confirmed the urgency. Over 50% of employees surveyed wished for UserTesting to be more innovative in the future. The most-chosen value statement for tomorrow: “essential infrastructure.”

Three criteria shaped Lexicon’s creative development:

1. Signal infrastructure, not a tool. Something named in the AI stack beside compute and data, embedded wherever customer experiences are shaped.
   
2. Break free from the past. The strongest candidates would lead with strategic contradiction. They should say something the research category doesn’t expect to hear, and carry momentum rather than the language of testing, measurement, and observation.
   
3. Approachable, yet credible. Human and relatable in a world of synthetic-sounding brands, without losing credibility with senior buyers. Importantly, it must appeal across the whole enterprise, not just the research buyer.

Solution

Drawing from aurum, Lexicon created Auros. Latin for gold, the name gives the brand a credible route to one of the most powerful narratives in the AI economy: scarcity and value.

As AI-generated output becomes abundant, verified human signal becomes precious. Auros frames that proposition without stating it literally. It positions human expertise not as a legacy input but as a premium one: “the gold standard of verified truth.”

Auros sounds like infrastructure, not a feature — two syllables, an open beginning, and a link to a new operating system (OS) for human insight.

Results

Auros launched on September 29, 2026, at the AI Conference in San Francisco. The company brings together UserTesting and User Interviews under one corporate identity, powered by a network of 7.6 million verified people.

UserTesting and User Interviews continue as product brands, serving their existing audiences without disruption.

“We spent twenty years building the infrastructure to find real people, verify who they are, and connect companies with their perspectives and expertise. As AI becomes more capable, access to real people and verified human expertise becomes more valuable, not less. Auros gives us a corporate identity that reflects the company we’ve become and the significant opportunity ahead.” – Eric Johnson, CEO, Auros

See more of our corporate rebrand work here.