Carol and Erin welcome George Whitfield, an expert in applying AI to the analysis of qualitative data. George discusses the intricate challenges of leveraging language models to interpret expansive open-ended data (like interview transcripts), emphasizing the importance of context and not just keyword or topic identification.
They'll dig into the crucial role of human oversight in AI, what preliminary analysis might look like using AI, how to check and refine the work of an AI assistant without derailing your project delivery date, and recommendations for etiquette regarding the reporting of AI-informed results.
The episode closes with an exploration of the limits of AI and where user experience researchers can play a larger role in its development. George believes AI can (and should) inspire new directions of research, but not dictate them.
Episode Highlights
About Our Guest
George Whitfield is an Entrepreneur-in-Residence at the Martin Trust Center for MIT Entrepreneurship, Lecturer at the MIT Sloan School of Management, and CEO at FindOurView. As CEO of his most recent company FindOurView, he launched a Gen AI product to help user researchers synthesize insights faster from high volumes of customer interviews. George holds 4 patents and has 3 degrees from MIT including a Bachelors in Electrical Engineering and Computer Science and a Masters and Ph.D. in Materials Science and Engineering.
Resources on Qual Data and AI
#127 - The Power of Failure with Kevin Kelly, Publisher and Founding Editor of Wired
#126 - AI Anxiety: The Dangers (and Opportunities) of AI in Research with Mike Adams of Grain
#125 - What is UX Business Coaching? with Sylvana Rochet of Elan Vital Coaching
#124 - Defining a Research Strategy with Devin Harold of Capital One
#123 - The Power of Atomic Research with Daniel Pidcock of Glean.ly
#122- Exploring UX Research Career Options with Marieke McCloskey of LinkedIn
#121 - The UX files: Top Moments from YouX 2023
#120- Building a Healthy Research Culture with Mike Oren of Klaviyo
#119 - It’s Not Research, It’s You! with Holly Hester-Reilly of H2R Product Science
#118- The Product Launch Playbook with Derek Osgood
#117 - Understanding Growth Research with Carlos Tellez of Nubank
#116 - Emerging Trends in UX and CX with Alfonso de la Nuez and Dana Bishop of UserZoom
#115 - Optimizing In-Product Research with Ryan Glasgow of Sprig
#114 - What Does a UX Research Chief of Staff Do?
#113 - Tacos and Tidepods: A Very Awkward Goodbye with Roberta Dombrowski of User Interviews
#112 - Finding Your Best Customers with Andrew Michael, CEO at Avrio
#111 - The 2022 UX Research Tools Map with Roberta Dombrowski
#110 - Experience Design Research in Healthcare with Tiffany Mura and Erica Devine
#109 - The Challenges of Hybrid Work with Eduardo Gomez Ruiz of Miro
#108- Perfecting the UX of UX testing with Nicholas Aramouni of Userlytics
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