How to Use Synthetic Users in Research and Design

I lead Insights & Innovation at Brilliant Experience, where I help global brands understand the psychology behind their customers' behaviors and bring successful products to market.

Initially skeptical about AI, my team and I conducted “AI vs. Humans” studies to pinpoint precisely where AI-enhanced research excels—and where human judgment remains irreplaceable. I became convinced that AI will transform how research will be done.

Now I've reviewed >100 AI-enhanced tools and regularly interview pioneering founders in the AI-for-UX space and (thoughtfully) leverage the latest AI tools to deliver Accelerated Insights: rapid, scaled, global insights for top brands.

With a PhD from Johns Hopkins, and author of Design for How People Think, I combine academic rigor with real-world pragmatism to help