I'm Sohvi, an independent UX research consultant and in in my day job, a User Insights Lead. I've run a product research function for years, for most of that time as the only in-house researcher, led research from generative discovery to evaluative testing, and trained 20+ designers and PMs to run their own studies.

AI has become part of how I work. I use it across the whole research process, from planning to reporting, and I've built AI workflows to make the insight work faster without losing trust in it. I write about AI in UXR in my newsletter, Small Sample.

Through my own consultancy, Silius Insights, I help design and research teams bring AI into their research, knowing where it helps and where to keep humans in charge.