The Human Insight Blog

Introduction Qualitative research plays a vital role in understanding the intricacies of human experiences, behaviors, and perspectives. However, analyzing qualitative data can be time-consuming, labor-intensive, and often subject to researcher bias. Enter ChatGPT, an innovative and powerful tool that harnesses the capabilities of generative AI to revolutionize qualitative research analysis. By leveraging the advanced language…

What is a Usage and Attitude Study? Usage and attitude studies aim to understand how consumers feel about a particular product, service, or brand and how they use it. The study typically involves collecting data from a representative sample of consumers through surveys, diary studies, interviews, or focus groups. The primary objective of an attitude…

Introduction Ethnography is a methodology that enables researchers to gain contextual insights into how customers use products and services in their daily lives. In recent years technology has paved the way for digital ethnography, which allows researchers to conduct ethnography remotely through a purpose-built platform (usually made up of a mobile app and dashboard). Digital…

Introduction Generative research methods such as diary studies, mobile ethnography, and IDIs drive innovation by providing rich insights into users’ real-world behaviors, attitudes, and experiences. By leveraging these methods, companies can create innovative products and services that resonate with users, gaining them a competitive advantage in the marketplace. Generative research & innovation Generative user research…

Introduction In this guide, we’ll cover how UX researchers can conduct unmoderated generative research that unearths new ideas and insights. What is generative research? Generative research is a method that helps UX researchers identify unmet user needs and acts as a springboard for developing new ideas and conceptual designs. IDIs, focus groups, and observations are…

Introduction Companies that rely too heavily on traditional research methods like surveys, IDIs, and focus groups expose themselves to a greater risk of having blind spots in their data. Traditional methods lack context, are prone to bias, and are generally conducted too long from the area of interest for participants to accurately recall their experiences.…

Introduction Customer journeys have become increasingly complex in recent years due to the number of ways consumers interact with businesses. Most customer journeys these days are omnichannel, spanning digital and physical touchpoints. This makes tracking the modern journey a challenge, but it remains critical to do so because there are often unique needs and behaviors…

Introduction Diary studies are a longitudinal research method that involves having participants record and share specific experiences with researchers over a set period of time. Traditionally, diary studies were conducted via pen and paper, but today, diary study software is used more heavily due to the efficiencies it offers. What is Diary Study Software Diary…

Introduction UX research tools are a foundational part of any UX research program. When it comes to finding the best tools for their needs, UX researchers should focus their attention on platforms that unearth actionable insights and facilitate collaboration. With budgets getting cut, it’s also important to consider a platform that supports multiple methodologies. Finding…