As the use of artificial intelligence continues to rise, researchers must remember that humanity “remains the heart of research,” Globe’s Customer Intelligence head told a conference on Thursday.
Speaking at the QUAL360 APAC in Singapore on Nov. 7, Mai Marcelo, Globe Vice President and Customer Intelligence Head, advocated for a “soulful” approach to qualitative research that preserves humanity amid growing AI adoption across various industries.
In her talk, Marcelo urged researchers to focus on empathy, ethical discernment, and sustainability — qualities she believes AI cannot replace. While AI can expedite data analysis and reveal patterns, she emphasized that true qualitative insights require the intuition, adaptability, and emotional insight only humans can bring. She envisions qualitative research to be multi-disciplinary and multi-modal in the coming years and encourages researchers to integrate futures thinking so that it expands focus from what consumers need today to what they might value tomorrow.
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