Beyond declarations, into the real world: How to uncover what users can’t or won't name?

The user said what you heard. But what did they really mean? In UX/CX, it’s easy to believe that customers can directly explain their needs. However, traditional interviews often only show the surface level. True design and deep CX understanding begin when the researcher stops being a “microphone” for quotes and becomes a cultural interpreter who can read between the lines.

This roundtable is a space for researchers and designers who want to move beyond rigid scripts. We’ll discuss the power of ethnography at every stage of creating, validating, and refining solutions. We’ll focus on when pure observation is most justified – especially when exploring new human-AI interactions. This is exactly where ethnography becomes indispensable for defining the real role of AI assistants and designing for authentic value. Together, we’ll share how to catch the paradox of declarations, interpret specific behaviors, and name what is unconscious or intentionally hidden.