Four of your research colleagues discussed and defended their respective positions on what emerging methods are advancing UX research. Participants engaged with them in a discussion and Q&A, facilitated by Victor Udoewa.

“Thanks to online culture, we have all become savvy content creators, alert to meanings. But while the user can tell you what they like, semiotics unlocks the system of imagery, narratives and environments that makes them think that way, showing brands how to be distinctive and credible.”

     – Soma Ghosh & Rob Thomas

“Using AI for the “science” of user research (data collection, analysis) leaves you with more time to devote to the “art” of it—drawing connections only you could draw, telling stories that resonate in a way only you can.”

     – Savina Hawkins

“The value of User Research is easily missed (dismissed) if our colleagues don’t come out from behind their computers or down from their 47th-floor office, and join us in talking to the people using their products or experiencing their services. There is no such thing as second-hand empathy.”

     – Dave Hoffer