UX360 and GAI

In May, I went to the #ux360 conference in Berlin. Needless to say, GAI was everywhere, and there were a lot of opinions about its role in product research. I think the general sentiment is, if you can’t beat them, join them, but I’ll say more about that soon.

Have you started to include GAI in your workflow, be that in market or product research? Some years ago, I worked with one of the first companies to use machine learning in market research, Remesh. The software has come a long way since then.

Regarding LLMs like ChatGPT, I know I’ve tried using it for broad qual analysis, and it’s just not there yet. I have yet to use the GAI tools that exist now, but I’m open to them.

I have found GAI useful when analyzing open-ends in a survey. I think it works with this use case because the question is focused, so the software has an easier time understanding the content. It is also why Remesh’s model worked well because the conversation needed to be structured.

I always review open-ends myself, just to be sure. But I’m focused on finding comments that do not align with the themes identified rather than trying to pull out the themes myself.

What is your experience so far, be that qual or quant?