About fifteen years ago, backed by a ten-member team, I set sail with a bold ambition: redefining market research by bridging the gap between brands and consumers in emerging markets worldwide. Determined not to be just another market research firm, we were driven by the potential of developing markets , regardless of location or language, to unlock deeper, more nuanced insights for our customers using cutting-edge technologies. Today, Borderless Access has become a trusted partner for Fortune 100 companies, consultancies, agencies and many forward-thinking enterprises worldwide.
Yes, it has been a journey marked by technological breakthroughs, but amid this whirlwind of innovation, only one thing has remained constant: the irreplaceable value of the human mind and touch.
We, as an organization, have always upheld human-centricity. Time and again, the extraordinary contributions of our team members have proved that success is not just about having the most advanced technological tools or automated platforms. The true power lies within the team—the collective force of individuals who breathe life into the company’s vision and give groundbreaking technologies meaning, purpose, and direction.
The Worth of Human Touch In the Age of AI
Tech terms like Gen AI and synthetic data have become buzzwords in boardrooms and conferences worldwide. With its ability to create and innovate autonomously, Gen AI promises to revolutionize industries by generating content, solutions, and even art, with minimal human intervention. Meanwhile, synthetic data offers a way to create vast, complex datasets that can be used to train AI models without the ethical concerns and limitations associated with real-world data.
These technologies enable personalized experiences, enhance predictive analytics, and drive efficiencies that were previously unimaginable. However, as we integrate these powerful tools into our workflows, it’s crucial to remember that they are tools, not replacements for human ingenuity.
Despite the allure of automation and the capabilities of synthetic creations, there are aspects of human experience and interaction that technology cannot replicate. Here’s why I believe the human touch remains paramount:
1. Empathy and Emotional Intelligence: Machines can process data and recognize patterns, but they cannot feel and understand emotions. Empathy is a cornerstone of leadership, decision-making, and customer service. The human ability to connect, understand, and respond to emotions fosters trust and loyalty. No algorithm can replace the genuine care and delicate understanding that a human can provide.
2. Creativity and Innovation: While Gen AI can generate novel ideas and solutions, it does so based on existing data and patterns. Human creativity, however, often defies logic and expectations, leading to breakthroughs not bound by past data. The spark of imagination and the ability to see beyond the conventional is something uniquely human.
For instance, we utilize sophisticated segmentation tools to identify distinct customer groups within a larger audience and optimize marketing campaigns for our clients. Still, our researchers play the most critical role by leveraging their knowledge of best marketing practices and crafting targeted messages that resonate with each customer segment, maximizing campaign effectiveness.
3. Ethical Judgment and Responsibility: As we delegate more decision-making to AI, the importance of human oversight becomes increasingly critical. Humans bring a sense of moral and ethical responsibility that machines cannot emulate. We understand the broader implications of our actions and can make judgments that reflect societal values and ethical considerations.
4. Personalized Engagement and Trust: Trust is the bedrock of any relationship, be it personal or professional. While AI can simulate interaction, it cannot build trust the way humans can. Genuine relationships are built through shared experiences, transparency, and mutual respect—all inherently human traits.
Big Corporations Worldwide are Also Singing the Same Tune
Let me be clear: technology is a game-changer in research. It empowers us to gather richer data, identify hidden patterns, and automate tedious tasks. However, the investment in building a strong, well-rounded team truly sets a company apart, a truth that even the ‘Big Tech’ organizations have started acknowledging.
Take the example of IBM Watson. The AI system sifts through and interprets extensive datasets to assist healthcare professionals in making more informed diagnosis and treatment decisions. Similarly, Google’s DeepMind also stands as a hallmark of human-machine collaboration. Its ability to rapidly analyze large datasets and explore potential solutions illustrates how AI assists in complex problem-solving. More than replacing, it supports human ingenuity in making novel discoveries and advancing scientific knowledge.
Microsoft’s global mission to “empower every person and every organization on the planet to achieve more” speaks volumes about its commitment to people-centric transformation. The company has invested heavily in reskilling and upskilling its workforce, recognizing that empowering employees with the right digital skills is crucial for harnessing technology’s full potential.
In the market research industry, companies are using AI to automate tasks like survey creation, data analysis, generating interview questions, transcription, coding, text analytics, etc. However, it is the team of human researchers that designs the research methodologies or interprets the data to identify themes and patterns in survey responses.
So, having the best of both worlds–this has been the mantra in Borderless Access ever since the company came into being. We are Born Digital but technology has been developed by a team that brings in expertise, innovation and integrity. We firmly believe in encouraging our team to embrace new technologies while honing their human strengths – critical thinking, creativity, and a deep understanding of the human experience.
It is only by combining the power of data with the human capacity for adaptation, innovation, and customer focus that an organization can create the ideal winning formula.
