155: Understanding User Research: Surveys, Myths, and the Role of AI with Els Aerts

Are you passionate about user research and UX optimization? Then you won't want to miss our latest episode featuring the incredible Els Aerts, a user research legend, if there ever was one!

In this episode, Els talks about her straightforward, data-driven approach to user research, tracing its evolution from the 1990s to today. With decades of experience, she offers a fresh perspective on how user research has transformed, especially with groundbreaking technologies like AI reshaping the landscape.

What You'll Learn:

• The Evolution of User Research: Discover how methodologies have changed over the years and what that means for today’s UX professionals.
• The Importance of Expertise: Els stresses the need for deep knowledge and warns against the pitfalls of "research theater" – where research is done more for appearances than for real insights.
• Ethical Considerations: Learn about the risks of synthetic research methods and why genuine human interaction is crucial for meaningful data.
• Practical Tips for Beginners: Get actionable advice on crafting effective surveys and avoiding common mistakes with flawed tools and techniques.
• Dynamic Approaches to Personas: Explore why traditional personas might fall short and how frameworks like Jobs-to-Be-Done can offer more flexibility and accuracy.

Els also shares her personal journey, focusing her career on user research and offering candid thoughts on the trend of democratizing this essential practice. Whether you’re just starting out or looking to refine your skills, this episode is packed with valuable lessons and real-world insights to elevate your user research game.

🔍 Why Listen?

• Gain expert knowledge from a leader in user research and UX optimization.
• Understand the latest trends and technologies shaping the future of user experience.
• Get inspired by real-world stories and practical advice to enhance your professional journey.

If you want to learn about user research from the best, this is the episode for you 🚀

No Hacks is a podcast about web performance, technical SEO, and the agentic web. Hosted by Slobodan "Sani" Manic.