Optimal
Optimal's Overview
Optimal Workshop provides a comprehensive suite of user research tools designed to help UX designers, researchers, information architects, and product managers improve user experiences and create more intuitive digital products. Their platform offers tools for card sorting (OptimalSort), tree testing (Treejack), first-click testing (Chalkmark), online surveys (Questions), and qualitative research (Reframer), enabling businesses worldwide to gather actionable insights from users to inform design and strategy.
Where is Optimal's Headquarters?
HQ Function
The Wellington headquarters serves as the central hub for Optimal Workshop's global operations, including product development, software engineering, customer support leadership, sales, marketing, and administrative functions.
Notable Features:
Situated on the iconic Cuba Street, known for its bohemian atmosphere and heritage buildings, the office is likely a modern, agile workspace designed to foster collaboration and innovation. Specific architectural details are not widely publicized, but it's expected to reflect the company's creative and user-focused ethos.
Work Culture:
Optimal Workshop promotes a collaborative, inclusive, and innovative work culture. Employees are passionate about user experience and building tools that empower others. The culture emphasizes continuous learning, teamwork, employee well-being, and a commitment to social and environmental responsibility, as evidenced by their B Corp certification.
HQ Significance:
The Wellington HQ is significant as the origin and primary development center for a globally recognized suite of UX research tools. It underscores New Zealand's capability in the global SaaS and technology sector.
Values Reflected in HQ: The headquarters' location in a central, creative, and accessible part of Wellington, along with their B Corp status, reflects values such as community, innovation, user-centricity, and sustainable business practices.
Location:
Optimal Workshop maintains a significant global presence through its cloud-based user research platform, serving tens of thousands of users in over 100 countries. While its physical headquarters is in New Zealand, its tools are utilized by individuals, educational institutions, government agencies, and companies of all sizes worldwide. Global customer support, sales, and community engagement are primarily managed remotely and through digital channels, catering to an international audience.
Street Address:
Level 1, 275 Cuba Street, Te Aro
City:
Wellington
State/Province:
Wellington
Country:
New Zealand
Optimal's Global Presence
Buying Intent Signals for Optimal
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Executive Team of Optimal
As of April 2025, Optimal' leadership includes:
Investors of Optimal
Optimal has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
No major public announcements regarding executive hires or exits at Optimal Workshop have been identified in the last 12 months. The current leadership team appears stable under CEO Fraser Callaway, who was appointed in April 2022.
Technology (Tech Stack) used by Optimal
Discover the tools Optimal uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Optimal Email Formats and Examples
Optimal Workshop likely utilizes a standard professional email format. Based on common industry practices and email verification tool suggestions, the most probable primary email format is [firstname].[lastname]@optimalworkshop.com.
firstname.lastname@optimalworkshop.com
Format
jane.doe@optimalworkshop.com
Example
85%
Success rate
News and media
Optimal Workshop Blog • May 15, 2024
Optimal Workshop Introduces Sentiment Analysis in Reframer
Optimal Workshop has launched a new sentiment analysis feature within its qualitative research tool, Reframer. This allows users to automatically identify and tag the sentiment (positive, negative, neutral) expressed in qualitative data, speeding up analysis and insight generation....more
Optimal Workshop Blog • February 20, 2024
Optimal Workshop Releases The 2023 UX Research Gaps Report
Optimal Workshop published its 2023 UX Research Gaps Report, providing insights into the challenges and opportunities in the user research field. The report is based on survey data from UX professionals globally and aims to help organizations improve their research practices....more
Optimal Workshop Blog • May 23, 2023
Optimal Workshop Achieves B Corp Certification
Optimal Workshop announced it has officially become a Certified B Corporation, highlighting its commitment to high standards of social and environmental performance, public transparency, and legal accountability to balance profit and purpose....more
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