The Human Spark in Market Research – With Priya Lobo
In today's world of artificial intelligence and advanced tools, it's easy to forget the one thing that drives truly meaningful insights—human connection. In this episode of The Collaborative Canvas, Priya Lobo, an expert in human behavior and emotional intelligence, reminds us that even in a tech-heavy world, empathy, observation, and conversation remain central to great research.
Priya shares that while technology can handle repetitive tasks, it can’t replace the magic that happens in the moment of a genuine conversation. Her approach to market research is deeply human-centric. Whether it’s designing a questionnaire or moderating a focus group, Priya believes that understanding emotions, culture, and context matters more than ticking boxes.
One of the key takeaways from this episode is the power of role-playing. Before finalizing questions, Priya suggests imagining how they will land on a real person. Would it spark conversation? Would the respondent feel comfortable and heard? If not, it’s time to change the approach.
Another important insight is the importance of proper training. According to Priya, the market research industry often skips foundational training. Many new researchers follow templates blindly without understanding the 'why' behind the questions. This lack of grounding leads to robotic interviews and poor-quality data.
Priya emphasizes that observation is a core skill. Researchers must understand local culture, food, language, and behavior to create more engaging conversations. Visiting markets, talking to people, and observing everyday life all help build better insights.
Even as AI and synthetic data take center stage in modern research, Priya believes tech should be an enabler, not a replacement. Tools like ChatGPT can make tasks faster—but true insight still requires the human touch: experience, curiosity, empathy.
She also discusses how burnout and over-scheduling field researchers lead to dull, lifeless interviews. Her advice is simple: bring energy, bring interest, and bring presence. Only then will respondents open up and share something real.
**Key takeaway?** Don’t fear tech. Embrace it. But don’t forget that the magic lies in being human.
Priya shares that while technology can handle repetitive tasks, it can’t replace the magic that happens in the moment of a genuine conversation. Her approach to market research is deeply human-centric. Whether it’s designing a questionnaire or moderating a focus group, Priya believes that understanding emotions, culture, and context matters more than ticking boxes.
One of the key takeaways from this episode is the power of role-playing. Before finalizing questions, Priya suggests imagining how they will land on a real person. Would it spark conversation? Would the respondent feel comfortable and heard? If not, it’s time to change the approach.
Another important insight is the importance of proper training. According to Priya, the market research industry often skips foundational training. Many new researchers follow templates blindly without understanding the 'why' behind the questions. This lack of grounding leads to robotic interviews and poor-quality data.
Priya emphasizes that observation is a core skill. Researchers must understand local culture, food, language, and behavior to create more engaging conversations. Visiting markets, talking to people, and observing everyday life all help build better insights.
Even as AI and synthetic data take center stage in modern research, Priya believes tech should be an enabler, not a replacement. Tools like ChatGPT can make tasks faster—but true insight still requires the human touch: experience, curiosity, empathy.
She also discusses how burnout and over-scheduling field researchers lead to dull, lifeless interviews. Her advice is simple: bring energy, bring interest, and bring presence. Only then will respondents open up and share something real.
**Key takeaway?** Don’t fear tech. Embrace it. But don’t forget that the magic lies in being human.
Inspired from episode: The Human Spark in Market Research – With Priya Lobo
Listen to the full episode with “Priya Lobo” on The Collaborative Canvas Podcast—now streaming on YouTube and Spotify.
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