AI tools can run your surveys, transcribe your interviews, and cluster your themes. What they cannot do is tell you what it means for your business. The strategic layer of research is wide open.

Utility companies spend $50M+ on digital portals that customers hate. Learn why customer research is essential to digital transformation ROI — and how to get it right.

Lately, I've seen a shift in the market… one that gives me hope for the future. Instead of asking, "How can we put AI into our product?" the new question to ask is, "How might we solve customer problems with AI?"

The article discusses the “Impact Problem” faced by qualitative UX researchers in Big Tech, highlighting the tension between achieving measurable business outcomes and maintaining the integrity of user experience research. It outlines the challenges of communicating the value of qualitative insights in a business environment that prioritizes quantitative metrics and ROI, often leading to a disconnect between UX professionals and business stakeholders. The author calls for a paradigm shift towards better integration and acknowledgment of qualitative research within business strategies, advocating for mixed methods approaches and greater collaboration across disciplines to truly measure and understand impact.