UX Research Methods & Usability Testing - Don’t Outsource Analysis to AI

When you outsource your analysis to AI, you risk more than just bad insights — you risk your credibility. Learn 4 reasons why relying on AI for qualitative analysis can backfire and why critical thinking still matters. Read More: https://www.nngroup.com/articles/research-with-ai/ Watch Next: https://youtu.be/NeP5e1GyRq0?si=aHwuMi1jdIM8cYss Enroll in live training: https://link.nngroup.com/yt-qual-analysis Subscribe to our weekly newsletter: https://link.nngroup.com/yt-newsletter Follow us and stay connected: Linkedin: https://www.linkedin.com/company/nielsen-norman-group Instagram: https://instagram.com/nngux X(Twitter): https://x.com/nngroup _______________________________________________________ Chapters: 00:00 Introduction 01:14 Overemphasizes Surface-Level Comments  01:51 AI Doesn’t See Behavior 02:37 Insights Also Come From What’s Not in the Data 03:06 AI Risks Your Credibility 03:35 Conclusion