#193 - Can synthetic research replace real users? That's the wrong question.
Producer's Note:
After eight incredible years of conversations, insights, and yes, a few awkward silences, we're bringing the Awkward Silences podcast to a close.
We're incredibly grateful to our guests, listeners and hosts who've been part of this journey.
But the conversations don't have to end. We invite you to check out Insights Unlocked, a podcast from Auros, where we explore the people, ideas, and innovations shaping the future of AI, research, digital products, and customer experiences.
Find Insights Unlocked wherever you listen to podcasts.
And from everyone at Awkward Silences, past and present, thank you for listening, learning, and getting curious with us.
Episode summary:
After eight incredible years of conversations, insights, and yes, a few awkward silences, we're bringing the Awkward Silences podcast to a close.
We're incredibly grateful to our guests, listeners and hosts who've been part of this journey.
But the conversations don't have to end. We invite you to check out Insights Unlocked, a podcast from Auros, where we explore the people, ideas, and innovations shaping the future of AI, research, digital products, and customer experiences.
Find Insights Unlocked wherever you listen to podcasts.
And from everyone at Awkward Silences, past and present, thank you for listening, learning, and getting curious with us.
Episode summary:
Can synthetic users really tell us what customers think, or are we putting too much trust in AI-generated answers?
In this episode of Awkward Silences, Nathan Isaacs sits down with John Whalen, founder of Brilliant Experience, Lija Hogan, principal of customer experience consulting at UserTesting, and Mike Mace, director of solution marketing at UserTesting, to explore the opportunities, limitations, and ethical questions surrounding synthetic research.
The conversation examines how synthetic users, AI-powered personas, and digital twins are changing the way organizations understand their customers. From using real research data to create interactive customer representations to embedding human insights directly into AI workflows, the panel discusses where synthetic research can add value, where it falls short, and why organizations need clear guardrails before adopting these technologies.
They also explore the evolving role of UX researchers as AI accelerates product development. Rather than replacing human research, synthetic approaches could help teams explore ideas faster, make more informed decisions, and identify when they need to go back to real people for answers.
You'll learn:
- What synthetic research actually means and how it differs from traditional user research
- How synthetic users, AI personas, and digital twins can help teams explore customer needs and test ideas
- Why grounding synthetic research in real human data is essential for accuracy and trust
- The ethical considerations and governance practices organizations should establish before using synthetic users
- How research teams can integrate customer insights into AI agents and everyday business workflows
- Why synthetic research could make UX researchers more influential, not less relevant
Resources & links
- John Whalen on LinkedIn
- Brilliant Experience
- Lija Hogan on LinkedIn
- Mike Mace on LinkedIn
- Nathan Isaacs on LinkedIn
- User Interviews
- UserTesting
00:00 Intro – The future of synthetic research
01:23 What is synthetic research?
04:29 How AI is changing customer personas
08:24 What's new with synthetic users?
11:06 Why synthetic research needs governance
14:23 Ethics, consent, and AI research
16:04 Why UX researchers still matter
19:00 Building AI research skills
20:44 Making customer insights interactive
23:52 The future of AI research agents
26:26 How accurate are synthetic users?
29:10 How to get started with synthetic research
31:33 Using real customer data with AI
32:57 Embedding research into AI workflows
36:44 Using synthetic research to validate ideas
39:19 Real-time customer insights with AI
41:03 Researching underserved audiences
43:02 Rethinking traditional UX research
46:05 Measuring synthetic research accuracy
48:30 Keeping AI research data current
50:10 Final advice for UX researchers
01:23 What is synthetic research?
04:29 How AI is changing customer personas
08:24 What's new with synthetic users?
11:06 Why synthetic research needs governance
14:23 Ethics, consent, and AI research
16:04 Why UX researchers still matter
19:00 Building AI research skills
20:44 Making customer insights interactive
23:52 The future of AI research agents
26:26 How accurate are synthetic users?
29:10 How to get started with synthetic research
31:33 Using real customer data with AI
32:57 Embedding research into AI workflows
36:44 Using synthetic research to validate ideas
39:19 Real-time customer insights with AI
41:03 Researching underserved audiences
43:02 Rethinking traditional UX research
46:05 Measuring synthetic research accuracy
48:30 Keeping AI research data current
50:10 Final advice for UX researchers
Creators and Guests
Host
Lija Hogan
Lija is a Principal Experience Research Consultant at Auros and a Teaching Professor at the University of Michigan School of Information
Producer
Nathan Isaacs
Nathan is Principal Content Marketing Manager at Auros. When he's not producing Awkward Silences or the Insights Unlocked podcast, you can find him riding his road bike throughout the Pacific Northwest.