Go beyond the surface of big data and the parameters of generative algorithms to make a positive impact on people’s lives.

In our increasingly digitized world, the allure of artificial intelligence (AI) and big data is undeniable. These technological marvels promise to streamline processes, optimize decision-making, and revolutionize industries across the board. However, amidst the excitement and hype, it's crucial to acknowledge the risks of over-reliance on AI and big data and the critical importance of qualitative research, particularly when it comes to designing for people.

Big data and AI can crunch massive numbers and make uncanny predictions, but they stop short, unable to go further and produce breakthroughs on their own. Qualitative research is the complementary link that takes innovators beyond the predictive limitations of big data and AI. It provides the human animus that is essential in innovation and the creation of meaningful products and experiences.

It is not enough for a business to know its customers as a tally of behaviours or a series of data points. And it would be folly to rely solely on the generative capacities of AI to design for people. Customers are human beings, each with their own contexts, values, frustrations, unmet needs, and aspirations. Businesses that know their customers as people win.