AI is revolutionising research, but only the best UX researchers know how to harness its power without losing depth, ethics, or critical thinking. At intO, we don’t just keep up with these changes—we lead them. In this article, intO’s Founder & CEO, Joanna Brassett, shares what it takes to be an AI-enabled researcher today and why the right expertise makes all the difference. If your team is ready to embrace the future of research, you’ll want to read this.
The UX research landscape is evolving faster than ever. AI is no longer a distant concept—it’s here, changing how we work, how we generate insights, and what we expect from researchers. But while AI can now conduct thousands of interviews in multiple languages, it hasn’t replaced the human researcher. Instead, it has reshaped their role.
At intO, we see this transformation not as a threat but as an opportunity. AI is empowering exceptional researchers to achieve even greater levels of excellence. But to thrive in this new reality, UX and innovation researchers need to embrace new skill sets, mindsets, and ethical responsibilities.
So, what does the leadership team at intO look for when hiring researchers in the AI era?
AI can generate responses, but it cannot ask contextualised questions. That remains a deeply human skill.
A great UX researcher today must be skilled in research design—knowing how to craft precise, unbiased, and culturally sensitive questions that lead to meaningful insights. They must also understand how AI processes information, enabling them to design research that harnesses AI’s speed and ability to handle complexity—without sacrificing depth.
At intO, we look for researchers who understand that AI-assisted research requires even more thoughtful research design—not less. The better the input, the better the output.
AI is blurring the traditional divide between qualitative and quantitative research, making it essential for today’s UX researchers to:
✅ Be adept at working with AI-assisted analysis tools.
✅ Know when to trust AI-driven insights—and when to challenge them.
✅ Bridge the gap between AI-generated data and real human experiences, integrating qualitative and quantitative methods seamlessly.The future belongs to researchers who see AI as an amplifier of their expertise—not a replacement.
AI is not neutral. It reflects the data it is trained on. If that data is biased, the insights will be too.
At intO, we developed the Equitable AI Framework to ensure AI-driven research is fair, inclusive, and representative. Researchers today must understand that their role is not just to gather insights but to question them critically:
🔹 Who is missing from this dataset?
🔹 Whose perspectives are being amplified?
🔹 How do cultural biases shape the results?
At intO, we hire researchers who have a deep understanding of equity within the context of innovation and can, therefore, advocate for equity in AI research. As researchers, we have a responsibility to ensure that AI isn’t just reflecting dominant perspectives, but is instead, helping to diversify them.
At intO, we look for researchers who understand that AI-assisted research requires even more thoughtful research design—not less. The better the input, the better the output.
I always look for researchers who are not afraid to experiment with AI-driven research tools. Those who see AI as something to play with, test, and learn from—rather than something to fear—are the ones who will lead the industry forward.
These people are progressive, early adopters of AI and are not afraid to make mistakes to learn how to refine their approach. They push boundaries, challenge AI’s assumptions, test new methodologies, and turn emerging tools into powerful research allies.AI is transforming our industry at an incredible pace. I’m observing that the best researchers in our industry today are those who are learning faster than AI is evolving.
At intO, we hire researchers who:
✅ Master the art of question design
✅ Navigate the strengths and limitations of AI while working across qual. and quant.
✅ Champion equity in AI research
✅ Embrace curiosity and experimentation
AI is transforming UX research at speed, redefining the role of researchers in the process. The traditional, pre-AI researcher is becoming outdated—today’s researchers must be human-led, AI-powered, combining critical thinking, ethics, and contextual understanding with AI-driven efficiency.
This is an exciting time to be in UX research. The skills we cultivate today will define the future of our industry. And for those who embrace this change? The opportunities are limitless. I predict that, over the next 12 months, we’ll witness the evolution and creation of new research methods, roles and companies that we can’t even imagine clearly today.
Are you a UX researcher who thrives at the intersection of AI, ethics, and innovation? Are you working within a team that’s looking for a research partner with this perspective? We’d love to hear from you.
If you would like to be part of our team, connect with our Research Director, Alejandra Arango at [email protected]
Connect with Alejandra on LinkedIn
If you’d like to discuss how our research can support your business ambitions, connect with our Commercial Director, Chloe Amos-Edkins at chloe@studio-into-com
Connect with Chloe on LinkedIn
[The application deadline has now passed] Are you highly organised, motivated and focused and can prioritise well amongst many moving parts? Do you want to support the Operations Team’s vision and process ideals? We're looking for an Operations Assistant to support our distributed team and its processes at our worldwide research agency.
As we wrap up our latest immersion project for YouTube, which spanned the US, Japan, Nigeria, Indonesia and Brazil, it’s the perfect time to explore why cultural immersions are a game-changer for foundational research and why they’ve become one of our most valuable services.
