Awkward Silences #180 - What to Fix in '26 with Maria Rosala of NN/g & John Whalen of Brilliant Experience
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Jan 6, 2026 
Maria Rosala, Director of Research at Nielsen Norman Group, and John Whalen, Founder of Brilliant Experience, share insights on the future of UX research and AI. They discuss the rising pressures of AI on research speed and inclusivity, emphasizing the need for governance in AI tool implementation. The duo also explores the concept of synthetic users for ideation while cautioning against their limitations. Hiring advice for new researchers highlights the importance of critical thinking and communication skills, as they predict a collaborative future between AI and human researchers.
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Validate AI With Known Data
- Learn better prompting and test AI moderation to see participant experience and follow-up quality.
- Compare AI summaries to interviews you already know to evaluate accuracy.
Researchers As AI Governance Leads
- Researchers are well positioned to lead AI governance, oversight, and internal experimentation.
- Leadership must provide strategy, training, and guardrails rather than leaving individuals to improvise.
Three Levels Of AI Impact
- Teams will think about AI benefits in tiers: efficiency, quality, and fundamentally new methods.
- That shift may prompt rethinking structures like insights, innovation, and product research silos.