Thematic analysis is a widely used method for analyzing qualitative data relating to opinions, thoughts, feelings, and descriptive content.| Qualtrics
For most teams, approaching persona creation qualitatively is the right balance of effort vs. value, but very large or very small organizations might benefit from statistical or lightweight approaches, respectively.| Nielsen Norman Group
Be skeptical of the marketing claims being made by AI tools designed for UX researchers. Many of these systems are not able to do everything they claim.| Nielsen Norman Group
Using generative AI (like ChatGPT) in business improves users’ performance by 66%, averaged across 3 case studies. More complex tasks have bigger gains, and less-skilled workers benefit the most from AI use.| Nielsen Norman Group