{"id":599839,"date":"2023-04-19T12:35:37","date_gmt":"2023-04-19T12:35:37","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=599839"},"modified":"2025-09-25T15:05:05","modified_gmt":"2025-09-25T15:05:05","slug":"chatgpt-in-user-research-an-exciting-collaboration-or-a-dangerous-temptation","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/chatgpt-in-user-research-an-exciting-collaboration-or-a-dangerous-temptation\/","title":{"rendered":"ChatGPT in user research \u2013 an exciting collaboration or a dangerous temptation?"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>ChatGPT in user research \u2013 an exciting collaboration or a dangerous temptation?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">19 Apr 2023<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/chatgpt-in-user-research-an-exciting-collaboration-or-a-dangerous-temptation\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/chatgpt-in-user-research-an-exciting-collaboration-or-a-dangerous-temptation\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">User research is an empathetic discipline that puts humans at the centre of the practice. Can tools that claim to replicate human behaviours, like ChatGPT, enhance or hinder the practice?<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p>Our main purpose, as user researchers, is to be the voice of the user. We use a variety of research methods to collect, analyse and present data and insights about people. However, these methods can be time-consuming, especially when analysing large volumes of data.<\/p>\n\n\n\n<p>ChatGPT is designed to generate human-like responses to user inputs by analysing and understanding the patterns and structures of human language.<\/p>\n\n\n\n<p>To illustrate this, we asked ChatGPT to write an introduction to this article. The previous two paragraphs contain parts of its response.<\/p>\n\n\n\n<p>In one of our UR community crits, we discussed ChatGPT and explored how user researchers are considering use in their practices and their personal lives. It became apparent that there are two distinct schools of thought that can be represented by <a href=\"https:\/\/www.linkedin.com\/pulse\/technology-adoption-life-cycle-caio-felipe-santos-matos\/\" target=\"_blank\" rel=\"noreferrer noopener\">Moore\u2019s Technology Adoption Curve<\/a>.<\/p>\n\n\n\n<p>Our community was split into \u2018The Early Market\u2019 and \u2018The Mainstream Market\u2019. \u2018Early Market\u2019 researchers have investigated ChatGPT and are learning how to formulate the right questions to ask. \u2018Mainstream Market\u2019 researchers were more cautious. They wanted to understand the impact that it may have on user research and witness further evidence of its effectiveness before adopting the tool.<\/p>\n\n\n\n<p>We have collated the good, the bad and the future of what the UR community thinks about ChatGPT.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-good\">The Good<\/h2>\n\n\n\n<p>Learning from our \u2018Early Market\u2019 researchers, these are the top 3 areas where ChatGPT has the potential to add value to the research practice.<\/p>\n\n\n\n<p><strong>1. Ideating to reduce blind spots \u2013 how can we generate hypotheses for further research?<\/strong><\/p>\n\n\n\n<p>ChatGPT can add value as a \u201csounding board\u201d to generate potential ideas and hypothesis for further research. This additional perspective can help to reduce blind spots in research data and add layers to recurring user insights, which can be particularly valuable when there is only one user researcher on a project.<\/p>\n\n\n\n<p><strong>2. As the UR Planner \u2013 how can we create templates for user research artefacts more efficiently?<\/strong><\/p>\n\n\n\n<p>ChatGPT can be used to create templates for a variety of research activities, including but not limited to research plans and presentations for playbacks. ChatGPT can also be a powerful assistant for admin tasks, such as recruitment outreach or spellchecking. All these applications can give space for a researcher to focus on the creative aspects of their role without being burdened by repetitive admin tasks.<\/p>\n\n\n\n<p><strong>3. Driving faster quantitative analysis \u2013 how can we benefit from fast data processing functionalities to scale up research?<\/strong><\/p>\n\n\n\n<p>ChatGPT has the power to process large volume of quantitative data and to perform complex analysis such as sentiment analysis or text classification. ChatGPT<br>makes these pattern identification methods less time consuming and more accessible for user research to augment the quantitative analysis. However, this application of ChatGPT was controversial. There were concerns that this was a riskier application of the tool which requires structured governance and strict privacy processes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Bad<\/h2>\n\n\n\n<p>Whilst there is evidence for its benefits, our \u2018Mainstream Market\u2019 researchers outlined concerns around the tool\u2019s impact on the validity of the data and the subsequent conclusions drawn around the role of the researcher. <\/p>\n\n\n\n<p><strong>1. A risk of bias \u2013 how can we ensure that the data received is reliable?<\/strong><\/p>\n\n\n\n<p>ChatGPT is only as good as the data that it learns from. Without a quality assurance on its training data, there is a risk that the outputs from ChatGPT may be biased. We believe that it is crucial that if researchers use ChatGPT as a starting point to their practice, it must be layered, caveated, and most importantly, validated before it is distributed. The value that we bring to our clients revolves around our skills as researchers being augmented, but not replaced by tools like ChatGPT.<\/p>\n\n\n\n<p><strong>2. Machines are not sentient, we are \u2013 should we be learning from them about human centred design?<\/strong><\/p>\n\n\n\n<p>ChatGPT is just lines of code, it does not have the emotional capacity to understand humans and our complexities. It is using a library of data to produce outputs and is not capable of quantifying the deeply subjective human mind and its connections. Should we then be using it to support research analysis, that can sometimes be as subjective? We believe that it is crucial that the algorithm does not lead to researchers becoming too far removed from the most important factor \u2013 their users. There is a risk that the intent of the experience shared by users is lost in an analysis solely conducted by AI. This is where the superpower of researchers is critical \u2013 to make sure that people\u2019s lived experiences are treated with empathy and dignity.<\/p>\n\n\n\n<p><strong>3. The \u2018threat\u2019 of AI \u2013 what will be the impact on the value of user research?<\/strong><\/p>\n\n\n\n<p>It is still not uncommon for researchers to have to \u2018sell\u2019 their practice. By crediting ChatGPT\u2019s potential benefits in research, do we run the risk of diminishing the perceived value of the researcher themselves? Could this collaboration with the AI be misinterpreted as a replacement? These are questions that we will have to navigate as ChatGPT enters our sphere to ensure UR as a human-centred practice is respected and valued. AI by itself will not replace humans doing their jobs; humans using AI, however, will take over those jobs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Future<\/h2>\n\n\n\n<p>ChatGPT presents an exciting opportunity to explore how artificial intelligence can be used in human centric disciplines such as user research. As user researchers, we understand the caution around the use of ChatGPT. Most of our craft revolves around identifying non-verbal cues demonstrated by people. There is no doubt that ChatGPT can be a valuable tool in generating insights from large datasets efficiently, but it cannot replace a user researcher and their skills to interpret human behaviours into actionable and evidence-based hypotheses.<\/p>\n\n\n\n<p>Without the collaboration between ChatGPT and the researcher, there is a risk of misleading the research by relying too much on the algorithm\u2019s outcome, which could be dangerous for future decisions. We are excited to experience how AI tools can transform our craft and improve the products and services that we create.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/04\/Yovani-Umavassee-Headshot.jpeg\" alt=\"Yovani Umavassee\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPBcee80638_5f6b_44e6_af3e_ee0814f8e1ae\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/yovani-umavassee\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Yovani Umavassee<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>User Research Consultant (Digital Factories)<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/yovani-umavassee\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Yovani Umavassee is a User Researcher at Capgemini Invent. Background in artificial intelligence and engineering. <\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/04\/Headshot-KestaKemp.jpeg\" alt=\"Kesta Kemp\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPBa8f0a33f_ee21_4ac0_b645_8138a30d888e\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/kesta-kemp-912606162\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Kesta Kemp<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>User Research Consultant (Digital Factories)<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/kesta-kemp-912606162\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Kesta Kemp is a User Researcher at Capgemini Invent. Background in anthropology and entrepreneurship.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>User research is an empathetic discipline that puts humans at the centre of the practice.<\/p>\n","protected":false},"author":189,"featured_media":599858,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"45413f20-7d0a-47c6-ab0f-79e6df73c759\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[3],"tags":[239,263,17,232],"brand":[30],"service":[],"industry":[],"partners":[],"blog-topic":[152],"content-group":[],"class_list":["post-599839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-automation-ai","tag-future-of-work","tag-innovation","tag-transformation","brand-capgemini","blog-topic-data-and-ai"],"yoast_head":"<!-- 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