The practice will focus on helping organisations design, test and refine AI-led products through a UX research process.

The new practice uses techniques such as usability testing, behavioural observation, prompt flow analysis and quantitative validation to help teams understand how users form mental models and adapt behaviour across generative AI experiences.

Other areas of focus include longitudinal and in-context research and flexible engagement models to support UX research programmes.

Touchstone Research was founded in 1991 and is based in Connecticut, US.

Aaron Burch (pictured), chief executive at Touchstone Research, said: “Generative technology is evolving at an incredible pace, but people’s expectations and understanding take time to catch up.

“Whether it’s a conversational system, creative application, or enterprise integration, our goal is to ensure every generative experience feels approachable, transparent and grounded in real human behaviour.”