AI Won't Save Customer Research — Watch What People Do
Ezinne cautions that using AI to read all your customer interview transcripts is not real customer insight. What people say differs from what they do; ethnographic research — observing people in their real context — remains the gold standard. People don't always say what they mean, and sometimes lie to themselves about their reasons, so AI-summarized interviews give you junk.
- What customers do matters more than what they say
- AI reading all your interview transcripts is not true customer insight
- Ethnographic research — observing people in context — is still the best method
- Instrument to see how people actually finish tasks
- People often don't say what they mean or realize they're lying about their reasons
“That isn't what it is. It's actually trying to figure out how to best walk in their shoes.”
“people think AI has come to save it all, but no, it's going to give you junk because people don't always say what they mean”