As the use of artificial intelligence continues to grow, researchers must remember that humanity “remains the heart of research,” Globe’s Customer Intelligence head told a conference Thursday.
Speaking at the QUAL360 APAC in Singapore on November 7, Mai Marcelo, Vice President and Customer Intelligence Head of Globe, advocated a “soulful” approach to qualitative research that protects humanity amid the increasing adoption of AI across industries.
In her talk, Marcelo urged researchers to focus on empathy, ethical discernment and sustainability – qualities she said AI cannot replace. While AI can speed up data analysis and reveal patterns, she emphasized that true qualitative insights require the intuition, adaptability and emotional insight that only humans can provide. She foresees that qualitative research will be multidisciplinary and multimodal in the coming years and encourages researchers to integrate futures thinking, broadening the focus from what consumers need today to what they might value tomorrow.
“In a world increasingly dominated by algorithms and automation, it is our soul – our empathy, intuition and the real energy exchange with respondents – that brings research to life,” she said at the conference, the regional part 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 leverage AI’s capabilities to enhance, rather than replace, the human connection that makes qualitative research so impactful,” she said.
Marcelo said brands can build deep connections with consumers through “soulful” research, uncovering motivations and values that drive meaningful insights and trust.
Staying human in the age of AI
Thanks to advances in AI technology, researchers can now access and analyze vast amounts of data with unprecedented speed and accuracy. But, as Marcelo noted, while such capabilities are valuable, they cannot replace the emotional intelligence and depth that human researchers contribute.
“In the AI era, we must leverage our human strengths, such as empathy, intuition and creativity, to provide insights beyond what data alone can tell us,” she said. This deeper connection is at the heart of the enduring value of qualitative research, she added.
Looking beyond emotions to explore values
True qualitative research requires us to go beyond superficial emotions to uncover the values that influence consumer decisions, Marcelo said. She believes that understanding these values provides richer, more actionable insights that can shape brand strategies and strengthen consumer loyalty.
“We need to go deeper and ask why people feel the way they do and what beliefs and values drive their choices,” Marcelo said. This is where human researchers play an irreplaceable role, as AI tools often struggle to capture the complexity of human values and motivations.
Marcelo’s message particularly resonates with brands looking to build trust and authenticity in an era of greater consumer awareness. She argues that by grounding research in empathy and ethical practices, companies can create stronger, more authentic connections with their audiences, foster loyalty, and align more closely with consumer values.
Embracing sustainability in research
In her lecture, Marcelo also underlined the importance of sustainability in research practice. She advocates a holistic, interconnected approach to research that minimizes environmental impact, and encourages researchers to view their work as part of a larger ecosystem, where every action has a ripple effect on both people and the planet.
“Sustainability should be a guiding principle for all of us,” said Marcelo. “It’s about recognizing that every aspect of our research – whether it’s the tools we use or the methodologies we choose – has an impact on the world around us.” She highlighted mobile-first engagement, remote research methods and energy efficient solutions as ways to reduce the carbon footprint of qualitative research. This approach, she noted, not only aligns with the values of environmentally conscious consumers, but also supports a greener future for the industry.
Globe’s commitment to sustainability is a model for how organizations can approach research in a responsible manner, according to Marcelo. By integrating sustainable practices into qualitative research, Globe aims to make a positive contribution to the environment while delivering high-quality, impactful insights.
Marcelo’s presentation at QUAL360 APAC is an example of Globe’s commitment to an ethical, people-centered approach to AID adoption, valuing people, the planet and the power of authentic connection.
Globe is leading the adoption of AI in its operations through a human-centric and people-driven approach, with the aim of improving employee efficiency and improving customer-centric services.
To learn more about Globe’s AI initiatives, visit https://www.globe.com.ph/.
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