Researchers should remember that humanity “remains the heart of research,” an executive of Globe Telecom told a regional conference.
Speaking at the QUAL360 APAC in Singapore on Nov. 7, Globe vice president and customer intelligence head Mai Marcelo advocated for a “soulful” approach to qualitative research that preserves humanity amid growing AI adoption across various industries.
Marcelo urged researchers to focus on empathy, ethical discernment and sustainability— qualities she believes AI could not replace.
She said while AI could expedite data analysis and reveal patterns, the 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.
“In a world increasingly dominated by algorithms and automation, it’s our soul— our empathy, intuition, and the genuine energy exchange with respondents— that brings research to life,” she said at the conference, the regional leg of a global series focused on qualitative market research.
“AI is a powerful tool, but it cannot replace the human touch… Our role as researchers is to harness AI’s capabilities to enhance, rather than replace, the human connection that makes qualitative research so impactful,” she said.
Marcelo said it is through “soulful” research that brands can connect deeply with consumers, uncovering motivations and values that drive meaningful insights and trust.
