Globe CEO calls for ‘soul research’ amid rise of AI, says humans irreplaceable in creating real connections.

As the use of artificial intelligence continues to expand, researchers must remember that humanity is “the heart of research,” the head of Globe Customer Intelligence said at a conference on Thursday.

Speaking at QUAL360 APAC in Singapore on November 7, Mai Marcelo, Global Vice President and Head of Customer Intelligence, advocated a “soulful” approach to qualitative research that preserves humanity amid the growing adoption of AI across various industries.

In his speech, Marcelo urged researchers to focus on compassion, ethics, and sustainability — qualities he believes AI cannot restore. While AI can accelerate data analysis and uncover patterns, he stressed that true quality insight requires intuition, flexibility, and emotional intelligence that only humans can bring. He envisions cutting-edge research will be multidisciplinary and multidisciplinary in the coming years and encourages researchers to integrate future thinking to expand the focus on what consumers need today to what they may value tomorrow.

“In a world increasingly dominated by algorithms and automation, it is our soul – our empathy, intuition, and real power exchange with respondents – that makes research come alive,” he said at the conference, the regional leg of the global series focused on it. quality market research.

“AI is a powerful tool, but it will never replace the human touch… Our role as researchers is to use AI capabilities to enhance, rather than replace, the human interactions that make qualitative research more impactful,” she said.

Marcelo said that it is through “soul” research that brands can deeply connect with consumers, uncovering the motivations and values ​​that drive meaningful understanding and trust.

Staying Human in the Age of AI

With advances in AI technology, researchers can now access and analyze large amounts of data with unprecedented speed and accuracy. But, as Marcelo points out, such skills, while important, cannot replace the emotional intelligence and depth of human researchers.

“In the age of AI, we must rely on our human strengths, such as empathy, intuition, and creativity, to provide insights beyond what data alone can tell us,” he said. These deep connections are at the heart of the lasting value of research, he added.

Extending Beyond Emotions to Assess Values

True qualitative research needs to go beyond superficial emotions to uncover the values ​​that inform consumer decisions, Marcelo said. He believes that understanding these values ​​provides richer, more actionable insights that can shape brand strategies and strengthen consumer loyalty.

“We have to go deeper, ask why people feel the way they do and what beliefs and values ​​guide their choices,” said Marcelo. 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 is particularly relevant to brands seeking to build trust and authenticity in an era of consumer awareness. He argues that by basing research on empathy and ethics, companies can create strong, authentic connections with their audiences, foster loyalty and align closely with consumer values.

Embracing Sustainability in Research

In his speech, Marcelo reiterated the importance of sustainability in research practices. He advocates a holistic, interconnected approach to research that minimizes environmental impact, encouraging researchers to view their work as part of a larger ecosystem, where each action has a negative impact on both people and the planet.

“Sustainability should be the goal of all of us,” said Marcelo. “It’s about realizing that every part of our research – whether it’s the tools we use or the methods we choose – has an impact on the world around us.” He highlighted mobile-first engagement, remote research methods, and low-energy solutions as ways to reduce the carbon footprint of qualitative research. This approach, he noted, is inconsistent. not only with the values ​​of environmentally conscious consumers but also supports the green future of the industry.

Globe’s commitment to sustainability, Marcelo believes, is an example of how organizations can approach research responsibly. By combining sustainable practices with cutting-edge research, Globe aims to positively contribute to the environment while delivering high-quality, impactful information.

Marcelo’s presentation at QUAL360 APAC exemplifies Globe’s commitment to an ethical, person-centered approach to AID adoption that values ​​people, planet, and the power of authentic communication.

Globe is at the forefront of embracing AI in its operations in a human-first and human-driven manner, aimed at improving employee efficiency and improving customer-facing services.

To learn more about Globe’s AI initiatives, please visit

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