AI can’t detect and understand social nuances of human behavior

AI's inability to grasp the subtleties of human behavior, particularly in social contexts, poses a challenge in user research. For instance, it may struggle to interpret sarcasm, humor, or cultural references in user comments and feedback. This limitation can lead to misinterpretations or incomplete insights, potentially skewing research findings.

To circumvent this, a hybrid approach is effective. Combine AI's efficiency with human expertise by manually cleaning up the source data and rephrasing any ambiguous comments for clarity before you run an AI analysis. For example, consider a comment like this — "Oh, fantastic! Another update that ensures that I spend more time on the app figuring out how to do even the most basic of tasks. Thanks, developers!" An AI tool might categorize this comment as positive due to the presence of words like "fantastic” or "thanks.” However, a human analyst is more likely to understand that the user is expressing frustration and that the overall sentiment is negative. This nuanced understanding will improve the accuracy of the research analysis.