AI’s Potential to Unearth Human Insights for Business Impact

Sagar Phadke, Director, Global Strategic Insights & Analytics – Johnson & Johnson

Sagar leads Global Business Intelligence for APAC region for J&J Vision based out of Singapore. He focuses on driving integrated analytics & insights using 1st, 2nd, and 3rd party consumer, customer, and market intelligence data to guide commercial growth plans across APAC markets. He is passionate about driving a more data-driven decision-making culture. Sagar has worked across the agency and client-side with more than 20 years of experience in driving growth through breakthrough Analytics & Insights spanning developed and developing markets across Asia, the Middle East, and Africa.

MRMW: We are thrilled to have you on board as a speaker. Without giving too much away – what is the core message of your talk and what would you like our delegates to remember?

Sagar: We all know that AI & Gen AI is here to stay and in this evolving space, the role of modern researcher is also here to stay. However, it is important that the skills that the I&A brings to the organization also needs to evolve. The question is, can AI bring better quality insights and uncover subjective, and contextual human ideas to the organization & drive measurable commercial impact? I will be sharing my thoughts on the role AI will play in driving enterprise level outcomes.

MRMW: How has the Insights & Analytics space evolved in the APAC region? As a Research Leader, how has the role of a modern researcher changed? Do you have any advice for young market researchers or insight professionals?

Sagar: I&A has gone into two directions, better said there has been a polarization – one, the extreme of data-science, deep dive into large data sets(big data), benchmarking & performance metrics. The other extreme is the need for diagnostics, cultural, behavioural, and usage related human insights that need us to talk and engage with real users, qualitatively in addition to big datasets. I would advise young researchers to continue to navigate both spaces, innovate to bring them together (WHY behind WHAT), keep up with the changes in technology, and new ways of generating insights. AI cannot replace humans but augment human decision making.

MRMW: What motivates you to join MRMW APAC 2023 and what are your expectations?

Sagar: I think it’s a great platform to learn on what is the latest trend in the industry and how industry as a whole (both agency and client side) is innovating and adapting AI. I am really looking forward to hearing from the experts and exchange ideas.

MRMW: What are the current challenges in Market Research & Insights from an APAC perspective? As a Research Leader, how do you try to overcome them?

Sagar: Today, Insights & Analytics as a function is wearing many hats and playing multiple roles in the organization. Equipping yourself with the knowledge of Gen AI and emerging technologies is important in addition to first level organizational readiness. As individuals, we need to bring expertise in creativity, consumer speak and converting complex data and insights into simple story.

MRMW: What are your thoughts on the future of Insights? And what role will AI play?

Sagar: Initially it was thought that in the data focused world, role of insights will diminish. In fact, it’s the exact opposite I see across organizations that the Insights & Analytics role is becoming more strategic in nature and AI will play a huge role in it. Ability to bring ‘Human insights’ to the conversation will be important.

MRMW: Outside of work, what does Sagar like to do?

Sagar: Trying my hand at cooking different cuisines and mixing some interesting drinks to entertain   friends and family!

Join speakers from Google, IBM, Standard Chartered, Gojek, DBS, Linkedin, Unilever, Johnson & Johnson, Coca Cola, Spotify, Mondelez, Haleon, Carsome, Foodpanda and many more at MRMW APAC 2024. The conference is taking place in Singapore on April 17&18. Tickets are available at http://apac.mrmw.net.