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Summary
Four of your research colleagues discussed and defended their respective positions on what emerging methods are advancing UX research. Participants engaged with them in a discussion and Q&A, facilitated by Victor Udoewa. “Thanks to online culture, we have all become savvy content creators, alert to meanings. But while the user can tell you what they like, semiotics unlocks the system of imagery, narratives and environments that makes them think that way, showing brands how to be distinctive and credible.” – Soma Ghosh & Rob Thomas “Using AI for the “science” of user research (data collection, analysis) leaves you with more time to devote to the “art” of it—drawing connections only you could draw, telling stories that resonate in a way only you can.” – Savina Hawkins “The value of User Research is easily missed (dismissed) if our colleagues don’t come out from behind their computers or down from their 47th-floor office, and join us in talking to the people using their products or experiencing their services. There is no such thing as second-hand empathy.” – Dave Hoffer
Key Insights
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User experience is inseparable from culture and must be decoded through semiotics to understand deeper user behavior.
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Semiotics analyzes communication beyond words and images, including sounds, textures, and environmental stimuli.
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The democratization of user research by product managers and consultants changes the research landscape and calls for UX professionals to adapt.
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Large language models function as a collective unconscious, helping researchers accelerate cognitive tasks but require human grounding.
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AI models hallucinate plausible but false information, necessitating complementary systems to ensure accuracy.
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Cultural research must account for inherent inequities and positional biases, often requiring diverse research teams.
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Posthumanist perspectives encourage blending human, cultural, and technological understandings rather than centering solely on humans.
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Combining semiotics with AI tools can enhance cultural insight and storytelling in UX research.
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Effective semiotic research identifies resonance, a visceral cultural connection that transcends explicit signs.
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Long-term historical context and future speculation enrich design decisions beyond short-term sprint cycles.
Notable Quotes
"Being a semiotician today is like reading everyday cultural signals to spot the bigger concepts behind user choices."
"Users don’t just consume culture anymore; they contribute to it, making cultural understanding essential to UX research."
"Large language models are where computers and language become indistinguishable, breaking down boundaries between cognition and technology."
"AI doesn’t have a body or sensory experience, so it can’t replace human contextual understanding in research."
"Semiotics isn’t just words and pictures; it includes every stimulus in your waking and even perhaps sleeping life."
"Culture always has inequities built into it, so researchers must be aware of their own positionality and blind spots."
"Giving ChatGPT custom instructions is like training your alien."
"Different UX methodologies should coexist and collaborate like an ecology of practices rather than compete."
"It’s not answers we’re after but further questions to keep the conversation and understanding alive."
"Everything is designed, much of it poorly, so it’s incumbent on us to redesign capitalism and systems more inclusively."
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