The new horizon of ethnography: using AI to unlock the full potential of in-person research
Summary
In-person research has been squeezed for years. It’s viewed as expensive, slow, and hard to scale. As AI accelerates everything else, the temptation is to automate away human time in the field, for the sake of speed. I contend that AI’s real opportunity lies in depth, not just speed. We’re getting distracted by speed, and failing to see the potential of depth. In this talk, I argue that AI gives us the rare opportunity to restore depth to qualitative research. Instead of treating automation as a shortcut, we used AI tools to absorb labour-intensive tasks (cleaning transcripts, tagging footage, structuring notes etc) so we could reinvest that time in what remains the most data-dense method in our practice: immersive, in-person ethnography. I’ll draw on three recent consulting projects I directed: 1. In-home health research in Atlanta 2. Retail ethnography across London, Hamburg, and Milan 3. A follow-on multi-city retail study in London, Paris, Berlin, and Milan By redirecting AI-generated time savings into deeper fieldwork, we expanded ethnographic activities: from extended “deep hanging out” (to borrow Clifford Geertz’s phrase) to ethnographic journaling and collaborative interpretation moments in-field. I’ll also share how we brought non-research stakeholders into the field, and why AI was essential in making that investment possible — transforming not just insights, but internal conviction and cross-functional alignment. My goal for the audience is to come away from the talk inspired and motivated. I want people to use AI tools to help mitigate all the usual tradeoffs we as researchers have had to make over the years when conducting in-person research.
Key Insights
-
•
AI tools can significantly accelerate pre-fieldwork preparation by quickly synthesizing existing research to onboard new team members faster.
-
•
Reallocating time saved by AI from administrative tasks into more immersive, participatory in-field research enhances empathy and context.
-
•
Including more senior researchers in the field becomes possible by offloading transcript and data processing to AI, increasing research track capacity.
-
•
Dialectical analysis with AI (hypothesis testing and disproving) speeds up sense-making and yields stronger storylines.
-
•
Immersion activities informed by AI-optimized planning can deepen researcher insight by using body and emotional awareness as data.
-
•
Bringing clients into daily AI-assisted analysis sessions in the field fosters better participation, alignment, and earlier ideation.
-
•
Transparency about AI usage with clients is crucial, especially in tech sectors where AI adoption is both expected and monitored.
-
•
Rapid AI experimentation through sprints and collaboration with data science teams helps tailor AI use efficiently to research workflows.
-
•
Current AI limitations remain in highly tailored deliverables like proposals, requiring human refinement despite AI-assisted drafting.
-
•
Clients become advocates of research when engaged firsthand, which supports sustaining deep research in cost-conscious environments.
Notable Quotes
"The core thesis is that saving time with AI and reallocating it into research itself unlocks the true potential of the field."
"It often feels like research becomes beholden to exact quotes rather than the richer story that context provides, what I call the tyranny of transcripts."
"We used AI tools like NotebookLM and Gemini primarily to shortcut getting up to speed and managing transcripts, without focusing on specific tools themselves."
"Adding a senior researcher, Izzy, in field meant we could have more, smaller research tracks and better support for research newbies."
"Our AI-supported mornings were no longer about just dotting the I’s and crossing the T’s, but deeper analysis sessions including clients."
"In this context, sometimes slower is actually faster because it allows going deeper and unlocking more meaningful insights."
"For many of our tech clients, there’s a demand not just to use AI but to transparently show how and why, to respond to internal scrutiny."
"We experimented with AI-powered sprints, but had lots of dead ends and false starts before finding what really works for us."
"AI can’t yet fully replace bespoke and careful proposal building, though it helps junior researchers draft the first outlines."
"When clients join us in the field and experience research deeply, they often become advocates who come back for more."
Or choose a question:
More Videos
"Reading books and articles is no longer central for many young people. What will replace books and articles for collective knowledge building?"
Nathan Shedroff Hugh Dubberly Thomas J. McLeishHow Will Design be Taught When the Schools Shut Down?
May 8, 2026
"Our mission is to raise the overall value of design in the Philippines where it’s often seen as an expense item."
John Paul de Guzman10k Screens Later: How We Became a Data-Driven Design Organization
September 24, 2024
"The hardest part is acting on feedback, which requires integrating tools and aligning multiple teams like research, product, marketing, and customer success."
Aleksandra Korczynska Caroline Jarrett Justyna ParmeeSurvey Tools
March 12, 2026
"There are 500 plus people in the audience today, all deeply caring about their teams."
Kristin SkinnerTheme 2: Introduction and Provocation
January 8, 2024
"You are allowed to say white supremacy culture here, even if you can’t say that in your day-to-day work."
Rachael Dietkus, LCSW Victor Udoewa Jennifer StricklandEverything You Need to Know about the Civic Design 2022 Call for Presentations
May 17, 2022
"Influence is the real goal as a designer—over people, processes, and culture."
Uday GajendarThe Rise of Meta-Design: A Starter Playbook
May 19, 2022
"Feedback is a lot like holding up a mirror. You're reflecting what's already working and like using a flashlight to hide in the corners."
Vanessa VarinFeedback: The Other F-Word
September 10, 2025
"The average car today has 60 to 100 sensors generating a terrifying amount of data that will increasingly make its way to the cloud."
Hugh DubberlyProblems with Problems: Reconsidering the Frame of Designing as Problem-Solving
June 19, 2019
"The entire customer experience was broken, users were frustrated, support teams were overwhelmed, and internally teams were struggling to align."
Sean McKayCoexisting with non-researchers: Practical strategies for a democratized research future
March 11, 2025
