Episode web page: https://bit.ly/42dkHi0

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Episode summary:

In this thought-provoking episode of Insights Unlocked, host Lija Hogan sits down with Dr. John Whalen—cognitive scientist, author, and founder of Brilliant Experience—to explore how artificial intelligence is reshaping the way teams conduct customer research. With deep expertise at the intersection of UX and cognitive science, John shares how his team has integrated AI tools like synthetic users, AI moderators, and automated analysis into their research workflows.

But rather than replacing human researchers, John makes the case for how AI can accelerate and augment our work, expand inclusivity, and even inspire better human-to-human interviews. He shares practical advice, lessons learned from hands-on experimentation, and the importance of skepticism, context, and strategic thinking when working with AI-powered tools.

Whether you're excited or apprehensive about AI, this conversation offers a grounded, insightful look at the future of UX research and how to prepare for it.

Key topics discussed:

Why human-to-human research still matters in an AI-enhanced world

The surprising effectiveness of AI-moderated interviews

How synthetic users can support ideation and stakeholder engagement

Using AI as a strategic tool for preparing, scaling, and synthesizing research

Ethical considerations and the importance of context when interpreting AI-generated insights

Future trends: continuous learning, new research workflows, and evolving team roles

Why curiosity and prompt engineering are essential skills for modern researchers

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