Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Improving Democratized Research with CustomGPTs and Gems
Summary
One of the biggest concerns researchers have when having any designer or product manager conduct their own research is that they'll ask biased or bad questions. In theory bad research done by a product team should be accountable to them but since there's a team named "research," that can inevitably fallback on us. We've all offered training to teams at some point but you can lead a horse to water but not force them to drink. Enter AI - your partners will want to use it because it helps them get something they don't usually do (write discussion guides) faster and by writing custom Gems or GPTs, the research team can keep consistency, ensure the AI pushes back in the right way for quality, etc. In this session, I'll cover how to build these and the instruction sets I provide to the tools.
Key Insights
-
•
Custom AI GPTs can provide guardrails to help non-researchers conduct higher-quality user research.
-
•
Splitting AI tools into multiple specialized GPTs prevents context overload and hallucinations.
-
•
Researchers save over 80% of their time by using AI to support routine research planning and execution.
-
•
Automating recruitment and incentive tracking through Google Sheets and Zapier reduces manual effort.
-
•
AI can improve research consistency by enforcing unbiased question guidelines and avoiding leading or double-barreled questions.
-
•
Limitations remain in AI’s ability to synthesize large transcript sets and provide fully accurate quotes.
-
•
Democratizing research allows product managers and designers to engage more closely with customers while researchers focus on strategic insights.
-
•
Avoiding shadow AI tools is critical for organizational security and compliance.
-
•
Video analysis and unmoderated usability testing can now be partially automated using custom GPT Gems.
-
•
The future of UX research may shift toward researchers providing ‘forest-level’ insights while PMs/designers handle ‘tree-level’ tactical research.
Notable Quotes
"We call ourselves a B2C CRM: helping businesses connect to their consumers and keep the relationship going."
"Before AI, research teams spent over a quarter of their time consulting about research questions, often repeating themselves."
"One of my biggest pet peeves is biased questions; I hate the term validation, I prefer evaluation."
"If we’re not helping with the decision, why are they paying us what they’re paying us? That’s the essence of research."
"We want to make sure researchers spend one hour in office hours, not eight to twelve hours a week helping others."
"Designers and product managers often want more control, and custom AI gives them that in research tasks."
"The tools are meeting people where they’re already going: ChatGPT or Gemini, rather than forcing new platforms."
"Shadow AI usage is a huge security risk in public companies and should be managed by IT and leadership."
"We ask our AI assistants to explicitly avoid leading and double-barreled questions to ensure unbiased research."
"The future is researchers painting the larger picture while PMs and designers focus on deep, tactical user insights."
Or choose a question:
More Videos
"Journeys Spark drove a 50% CTR increase by speeding up persona-driven content optimization with AI before human validation."
Gillian Salerno-Rebic Mark MicheliFrom Insight to Impact: How JourneySpark Used WEVO Pulse + Pro to Drive a 50% Lift in Ad Engagement
June 11, 2025
"AI tools can help synthesize large documents or conduct literature reviews to support researchers’ secondary research."
Jen Cardello Dr. Shadi Janansefat Alex WrightCurating insight: Strategies for integrating knowledge across research functions
March 11, 2025
"Sometimes the solution perceives the problem in the eyes of users, especially in enterprise spaces."
Alexandra SchmidtEnterprise UX Playbook
December 1, 2022
"You’re not just convincing people of the value but the benefit to them of working with you on the product journey."
Christian Crumlish Wendy Johansson Rich Mironov Aditi Ruiz Adam ThomasAfternoon Insights Panel
December 6, 2022
"Sponsor sessions are not just salesy sessions; they’re actually really fantastic sessions put on by your peers."
Uday Gajendar Louis RosenfeldDay 1 Welcome
June 4, 2024
"Think about who decides what, when, where, by which criteria and how these decisions connect—this helps influence decision making."
Silke Bochat5 Antifragile Strategies for a DesignOps 2.0
September 23, 2024
"The chief of staff serves as a bridge between the design program managers, executive assistants, and other ux and product chiefs of staff."
Isaac HeyveldExpand DesignOps Leadership as a Chief of Staff
September 8, 2022
"You wanna capture all the mess, but you cannot operate in the mess. Leave a path back to the mess so details and signals remain available."
John CutlerThe Alignment Trap
November 29, 2023
"Our folks are not looking for information about what are wireframes. They want information specific to your organization."
Gabrielle VerderberDocumentation Your Team Will Actually Use
October 3, 2023
