Can AI be used to simulate User Interviews?

Introduction

Recently, I found myself in a fascinating interview with a researcher from one of the world's largest food supplier. The primary objective? To evaluate the merits and potential pitfalls of venturing into the metaverse. Our conversation spanned a broad range of topics, including the overarching concept of the metaverse, its potential impacts on business models, and the subsequent effects on customer experiences.

The research team there was taking the approach to include numerous user perspectives. They aimed to engage a diverse group of experts, ensuring a myriad of perspectives from different industries, genders, and overall attitudes. This approach wasn’t merely methodological; it highlighted the immense value of counter-opinions and diverse perspectives in decision-making. The approach is absolutely appropriate.

After the interview, we at Metavers discussed whether we could also simulate this in order to speed up the very time-consuming process of surveying and evaluating users. We ended up trying to simulate perspectives via ChatGPT.

Generated Perspectives on Metaverse Topics

As businesses approach the metaverse, they're often faced with two predominant challenges:

a) Seamlessly integrating existing users into the unknown metaverse

b) Engaging and captivating the Web 3.0 natives with their non-technical brand

To test this, I turned to Chat GPT, assigning two distinct expert personas for both challenges: an experienced, well known expert and a younger GenZ Native. What I received as persona: the scholarly Dr. Martin, an automotive expert and acclaimed university professor, and Tim, Gamer, a tech-savvy individual, just over 20 and deeply immersed in gaming.

Both received the same questions examining the concept of the Metaverse and assessing its impact on business models, as well as its effects on Customer Experience. Afterwards the effects and impacts on Customer Experience was asked.

The interview result summary:

The simulated interactions with these personas yielded some profound insights:

• On generational values and priorities, Dr. Martin highlighted the older generation's emphasis on security and tangibility, while Tim spoke of adaptability and the quest for novel experiences.
• Discussing brand loyalty in the metaverse, Dr. Martin believed it was rooted in experiences, while the Tim felt it was ever-changing, driven by constant engagement.
• When it came to real-world expertise, Dr. Martin saw it as foundational, but needing adaptation for the metaverse. Tim, however, believed it was about credible presentation and adaptability.
• On the topic of privacy, Dr. Martin prioritized data protection, whereas the GenZ Gamer emphasized control over shared information.
• Regarding monetization and commercial activities, Dr. Martin demanded transparency and direct user benefits, while Tim expressed comfort with in-app purchases, as long as they felt enhanced and authentic.

Through this endeavor, it became evident that perceptions, priorities, and values vary widely across generations. The insights derived from AI simulations like Dr. Martin and the GenZ Gamer serve as a starting point, but they are of course by no means the end.

Exploring the Advantages and Drawbacks of AI User Simulation

In the ever-evolving landscape of user research, the advent of AI-powered simulations has introduced both opportunities and challenges. What have they been in our small experiment?

Advantages:

• Cost-Effective: One of the standout advantages is the cost-effectiveness. AI simulations negate the need to coordinate multiple interviews, thereby streamlining resource allocation and reducing financial overhead.
• Quick Turnaround: Real-time insights are another compelling advantage. AI-driven simulations provide the capacity to swiftly generate data, facilitating prompt decision-making.
• Flexibility: The inherent flexibility of AI simulations is a noteworthy feature. These simulations can be easily tailored and iterated upon, affording researchers the agility to adapt to evolving research needs.
• Scalability: Perhaps one of the most compelling aspects is scalability. AI empowers researchers to simulate a multitude of perspectives concurrently, allowing for a comprehensive examination of the user landscape.

Disadvantages:

• Lacks Human Nuance: Despite its remarkable capabilities, AI remains inherently devoid of the nuanced emotional and intuitive understanding that human interactions entail. This limitation can result in a loss of depth and richness in the insights gathered.
• Data Dependency: The quality of AI-generated output is intrinsically tied to the quality of the input data. Thus, meticulous data curation is imperative to ensure the reliability and relevance of the insights derived.
• Ethical Concerns: Perhaps the most significant disadvantage lies in the realm of ethics. AI simulations can be perceived as manipulative or even as a replacement for authentic human insights. The ethical ramifications of this technology demand rigorous examination and adherence to ethical guidelines to ensure its responsible use.

AI user simulation presents a dynamic tool in the field of user research, offering substantial advantages in terms of cost-efficiency, speed, flexibility, and scalability. However, it is crucial to remain mindful of its inherent limitations, particularly in replicating human nuance, data reliance, and ethical considerations. Researchers and practitioners must strike a delicate balance between harnessing the potential of AI simulations and upholding the ethical integrity of user research practices.

Conclusion

In our simulated interactions with two distinct expert personas, Dr. Martin and Tim, we gained valuable insights into the challenges faced by businesses in the metaverse. These insights highlighted generational differences in values, brand loyalty, expertise, privacy concerns, and monetization strategies. The diversity of opinions illuminated the complex landscape businesses must navigate.

While AI simulations like Dr. Martin and Tim provide a valuable starting point, they should not be considered the final word. As businesses venture into the metaverse, understanding and adapting to this diversity will be crucial.

Now, as we evaluated the pros and cons of using AI-based simulations for user research, we recognize the cost-effectiveness, speed, flexibility, and scalability they offer. However, we must also acknowledge their limitations in replicating human nuances, their dependence on input data quality, and the ethical concerns surrounding their use.

In summary, the metaverse is a dynamic and evolving landscape, and organizations need to harness the power of multiple perspectives while being mindful of the tools they use to navigate it. Simulating AI-based perspectives has its merits, but it is only one piece of the puzzle in the ever-evolving digital world. Nonetheless, simulating perspectives and anti-attitudes can inspire and challenge your user interviews and ensure that critical and dissenting voices are included.