Use AI for preparation
An AI tool can help draft interview questions, suggest alternative explanations or organise a research plan. Treat its output as a starting point. Review the questions for leading language and relevance to the customers you intend to study.
Keep people in the evidence loop
Generated customer personas are not substitutes for customer research. They may help a team explore possibilities, but they do not establish what real people need. Validate the important assumptions through interviews, observation or trustworthy data.
Review summaries carefully
When using AI to summarise notes, compare the summary with the source. Check whether exceptions, uncertainty or contradictory comments were lost. Maintain a traceable connection between a conclusion and the evidence supporting it.
Use appropriate information
Follow your organisation’s rules for handling research data and using approved tools. Remove unnecessary identifying details where appropriate. The convenience of a summary should not determine whether information can be shared with a service.
Use generated ideas to widen your thinking, then check them against real evidence.
