This research skill makes AI work smarter and copy write itself

Let's talk about something that's been on my mind lately: having good taste.

No, not the kind that helps you pick out a decent bottle of wine. Not even the one you need to write snappy headlines. I'm talking about developing a sense of taste for research – you know, that thing we marketers are supposed to do before we even think about writing copy.

This week, I found myself staring down 29,000 words of customer reviews. Yeah, you read that right.

Twenty. Nine. Thousand.

A few years ago, that would've had me clearing out my calendar for a week, plus a second one to decompress from the overwhelm.

But something funny happened: I started seeing patterns almost immediately. Some phrases popped out. Specific pain points practically highlighted themselves. The wall of text turned into a story where all the important parts were already underlined.

I'd developed a taste for it.

What does "good taste" in research even mean?

Think about the first time you tried coffee. (Stay with me here.) Maybe you couldn't tell a gas station brew from a fancy pour-over. But over time, you started noticing things: the subtle flavors, the aftertaste, the difference between "wake me up" and "wow, that's good."

Research taste is like that. Over time, you develop an instinct for:

• Which customer quotes actually matter (versus just making noise)
• When a tiny complaint is actually pointing to a huge problem
• How different pieces of feedback connect (even when they seem unrelated)
• Whether you should keep digging or move on

But we’re not born with a super-taster palate, this is something you can actually develop.

Your research taste buddy

AI isn't just that robot that helps you write emails faster. When you — as Ethan Mollick puts it — "invite AI to the table" and position yourself as "the human in the loop," something interesting happens. It becomes like having a perceptive research partner at your side, one who gently calls you out when you're getting stuck in your own head, spots patterns you might have missed because you were too close to the project, and occasionally taps you on the shoulder to say "hey, maybe consider this angle" when you're convinced you've got it all figured out.

But here's the thing: AI works best when YOU bring the taste to the table.

The thing about developing this research taste is the more you do it, even when it feels like a slog (looking at you, 29,000-word review document), the sharper it gets.

It's like a snowball effect:

You start noticing patterns → Those patterns help you wade through data faster → Faster analysis leads to spotting better patterns → Your "taste buds" get even more refined

The sneaky enemies of research taste

Developing good research taste isn't all smooth sailing:

Sometimes you see what you want to see (hello, confirmation bias).

Other times you get stuck filtering through the same patterns because they worked that one time.

And very often, you get so "experienced" that you stop seeing new stuff.

This is why AI can help. Sometimes you'll disagree with it – and that's fine! But at least it will make you think twice.

And that’s worth it to me.

Making it work for you

Want to develop your own research taste? Here's what I've found helpful:

1. Before diving in, write down what you think you'll find (then see if you were right)
2. Keep a "greatest hits" file of insights that really worked
3. Question your own judgment (Why did that quote grab you? What made that pattern important?)
4. Use AI as your debate partner (yes, actually argue with it)
5. Look back at old research and ask yourself what you'd do differently now

As AI gets smarter (and let's be honest, it's getting smarter by the day), having good research taste becomes even more important. You’re not competing with AI – you’re learning how to use it to make your own taste more refined and to keep your mind open.

What's your take on this? Have you noticed yourself developing a "taste" for certain types of research or data? How do you use AI to make it better?

Drop me a reply – I'd love to hear your thoughts on this one.

DISCOVERY

📝 Just published: The final piece in my series on Empathy Engineering with Every is live!

In this closing article, I dive deep into the cognitive traps that can mess with our AI-powered customer research – and more importantly, how to avoid them. If you've ever wondered why your marketing messages aren't quite landing, or if you're starting to use AI for customer research, this one's for you.

It explores:

• Why your first AI output isn't always your best one
• How to prevent AI from just being your yes-man
• The sneaky way recent feedback can skew your entire strategy
• A framework for keeping your research sharp and relevant

This wraps up my 4-part series on Empathy Engineering, and I couldn't be prouder of how it turned out. Major shoutout to the editorial team at Every (Kate and Scott) who pushed these pieces to be the best they could be – they challenged my thinking, tightened my arguments, and helped shape this into something really special.

Check it out here.

Would love to hear what you think, especially if you've been following the series from the start!

Big news at Conversion Alchemy: we’re growing! 🎉

After months of searching (and honestly, being nervous about taking this step), I've found the perfect person to join me. I’m thrilled to welcome Lynna Russell ! She will bring a fresh perspective, mad email copy skills and incredible potential to our mission of creating messaging that truly resonates and converts.

This is a huge milestone for me. It’s my first time growing the team to help us scale, but it’s also an opportunity to step up as a mentor and leader. I’m excited to help Lynna carve out her own expertise in the world of B2B SaaS messaging and beyond. She’s passionate and pumped about learning and pushing boundaries, which I think matters more than anything in this field.

Here’s to new beginnings and an exciting chapter for Conversion Alchemy. Welcome to the team, Lynna! 🚀

RESONANCE

"We’re convinced everyone cares so much about what we’re doing that we get stuck. We tell ourselves it’s self-discipline when in fact, it’s self-consciousness."

Ryan Holiday, Discipline Is Destiny

The more importance and drama you attribute to your own struggles and victories, the less control you’ll have over how you handle them and the more friction you introduce. Get over yourself and your ego, you’re just a vessel and your reality a mirror.

Have a great weekend!

Cheers,

Chris