Insights & Analysis

✨Trend Alert: How can brands up their user research game with AI?

Tips on leveraging the newest tech in your research process.

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Since I’ve been tinkering with conversational and generative AI models over the last several months, I found myself wondering how these shiny new tools could be incorporated into the user research process. Artificial intelligence is the newest frontier in technology after all, and it’s been making big waves in countless industries, so how could it not have the potential to revolutionise the user experience landscape?

As it turns out, at the intersection of AI and user research, there lie some truly spectacular possibilities – thorough desk research, comprehensive interviews, seamless data cleaning, and rich analysis – so let’s jump in! 

  1. Supercharging your desk research 

Personally, I've discovered that an incredibly useful approach is leveraging AI tools during the initial desk research for qualitative studies. These tools really excel when it comes to curating sources, synthesising information from across the internet, brainstorming topics of interest, and formulating hypotheses. 

While sifting through the large swaths of data available online, platforms like ChatGPT (a personal favourite), Scite.ai, or SciSpace CoPilot help with literature reviews, provide relevant sources on topics of interest, identify common themes from across sources, and provide useful suggestions on how to proceed forward with the study. I’ve found that this not only saves time, but also significantly expands the depth and breadth of my understanding of the topic at hand by helping me find needles of relevant information in the digital haystack.

  1. Nailing the interview (or survey!)

Beyond developing hypotheses and defining the direction of research, AI can also help plan and execute user interviews, surveys, or focus groups, through various stages. 

You could start by developing themes, topics, and even sample questions for respondents using language-learning models such as ChatGPT. Once you have an idea of what your questionnaire will look like, you could go to one of many survey creation tools out there like Qualtrics, Typeform, and SurveyMonkey, which have their own AI plug-ins. These are designed to develop comprehensive and effective questionnaires, anticipating and accounting for topics of conversation you might miss out on otherwise. Ask Your Target Market (or simply, aytm) can be used to segment your user base, design surveys, collect data, and even organise your findings; while Otter, Notably, or LoopPanel aid in recording, note-taking and transcribing!

  1. Organising and analysing research data like a pro

When it comes to organising and analysing user research data, efficiency is truly key. AI has been completely reshaping this process, ushering in a new era of speedy and simple cleaning, categorisation, and analysis of data. 

A tool that I personally rely on is Dovetail, which can be used to transcribe audios and videos, edit and organise responses, conduct sentiment analysis, and code data based on relevant themes. Other popular tools out there are MonkeyLearn – which swiftly dissects open-ended responses, identifying sentiment shifts and prevalent themes – while Delvv.io segments study participants based on their inputs, and Trifacta automates data cleaning ahead of analysis. Remesh, Speak.AI, HeyMarvin, and Notably are all heavy-hitters when it comes to analysing user research data in various formats - textual, audio, video, and so on. 

Extracting meaning from a sea of information is no longer a painstaking process. With AI by your side, it can be really satisfying, accessible, and of course, efficient! But it’s important to rely on a mix of your own expertise and AI’s dynamism to strike that perfect balance in your user research endeavours. Think of AI as an assistant, something to amplify your own research prowess and capabilities, not supplant them entirely.

Cover photo by ThisIsEngineering

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SPOTLIGHT
Insights from the most recent consumer transcript added to our database
Last question, which apps on your smartphone do you think you can’t live without?
In my life there are different priorities currently...usually my social media is very active , but since I am thinking about my career right now, I’ve turned off my notifications... I like Facebook, Instagram, and a bit of Whatsapp...for shopping I use Myntra, Flipkart, Amazon, Meesho...in games, there is a game called Beach war, and Pubg of course...I joined Facebook in 2012, but 2013 is when I started coming on more actively. Facebook has news feed...what is happening around us...those things, pages that tell you what all is happening...I look at those.
Can you take me through your schooling and college experience a little in-depth?
If I talk about my study schedule as to how I was, I was in another school till class 3 in a Hindi medium school (Adarsh Shiksha Niketan school), I was not at all into studying - wouldn’t study at all. Then, in 2006 my father enrolled me in an English medium school....there were exams in every term... I came first in all three terms. Everyone supported me a lot... my father, my teachers...because to change from a Hindi medium school to an English was a very hard thing to do. I really struggled...I did a lot of labour work, as i became a success...my confidence level rose as well. In 11th and 12th, there wasn’t an option for English medium school, so I had to enrol in a Hindi medium school, and took English coaching on the side, studied and gave my exam I got 66 percent  .  Then there was an option for B.Sc (Bachelors in Science), but I knew I wouldn’t understand much of it... so its better if I do BCA (Bachelors in Computer Applications). I did 3 years of college for BCA...I did a lot of coding which I really liked, so I came back and I did but there were some parts of coding which I didn’t want to do...so in the 2 years I realised that it wasn’t for me. After completing 2 years of it, I wanted to get into teaching which is why I did Diploma in education Elementary education. I decided that I don’t want to teach in a private school, I want to teach in a government college for unprivileged kids. Either I am able to do this or turn to having my own start-up.
What else do you get up to online?
I love watching web-series and movies, so when any new movie or web-series comes, I first read about the what the movie is based on then I watch the movie. For example , there is a movie or a web-series , I search the name on google and it shows the cast, the story...so I read the whole thing. Then I get to know and understand what the motto is to make the movie. If I like what I read only then I go and watch it. Also no matter how good the start is or the story , If I don’t vibe with it in the beginning...then I don’t vibe with the movie as a whole. ...have you always done this, or just with movies and web-series ? I have started doing this for 3 years and at first I would watch movies through the day, but then work would come to me out of the blue therefore there would be distractions... so my system is that If you ever watch a movie , watch it with full dedication and only then would you have fun. ...so after that do you download it, or do you watch it online on a platform?  I watch online if it is available... the rest I haven’t gotten the subscription. The thing is that I’m a student right now, can’t afford to spend, I have to save up. When you start earning only then I can think to spend... I don’t have the money right now , when i do have it then i will surely do it, when I earn well.
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