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Scaling Qualitative Research: Coke’s Insights on AI-Driven Innovation
Interview with QUAL360 APAC speaker- Rara Naval, Human Insights Director, The Coca-Cola Company (ASEAN and South Pacific)
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Rara: I will be discussing the transformative potential of “qualitative at scale” methodologies in marketing research. Today, we have a diverse array of tools that leverage advanced technologies such as AI and natural language processing (NLP) to extract deeper, more nuanced consumer insights on a larger scale. Unlike traditional qualitative research with its limited reach, this new approach allows us to capture the richness of qualitative data from a broader audience (typically ranging from 50 to over 100 participants).
Qualitative at scale incorporates AI throughout the process, resulting in smarter and more consistent probing, more rigorous thematic analysis, and quicker turnaround for generating supportive materials, such as verbatim excerpts and video reels that bring the research findings to life. This approach offers the depth of traditional qualitative research while scaling it up, giving marketing teams greater confidence in the data and addressing past concerns about reliability due to smaller sample sizes.
I want delegates to be aware of the new qualitative technologies available and encourage them to experiment, while also providing them with notes on what they should watch out for as they start adopting these new technologies.
QUAL360: What motivates you to join the Qual360 APAC conference and what are your expectations?
Rara: My motivation to join the Qual360 APAC conference stems from a deep desire to explore and advocate for the transformative potential of AI in marketing research. As a proponent of AI, I want to be a voice that encourages exploration and experimentation within the industry. I am also eager to share what I have learned from my own experimentation with these technologies.
I am excited about the opportunity to connect with like-minded professionals and engage in meaningful discussions about the latest developments in qualitative at-scale research. I expect to learn from others’ experiences, exchange ideas, and collaborate on tackling the associated challenges head-on. I also want to encourage marketing professionals to explore these innovative methodologies so they gain richer and more actionable insights, enabling more informed and impactful marketing strategies.
The Qual360 APAC conference represents the perfect platform for championing these ideas and collaboratively driving the evolution of our industry.
QUAL360: Where do you see qualitative research today and where do you see the industry overall heading?
Rara: In the evolving landscape of qualitative research, the integration of AI and advanced technologies is driving unprecedented insights and efficiencies. Yet, the role of humans remains central and irreplaceable. Human researchers bring curiosity, intuition, and an empathetic understanding that machines cannot replicate. These human qualities enable us to ask the right questions, interpret complex emotional contexts, and build authentic connections which are essential for truly understanding consumer experiences.
Looking ahead, I see the industry embracing a harmonious blend of artificial intelligence and human insights. AI will continue to enhance our analytical capabilities, but it is the uniquely human traits of curiosity, creativity and empathy that will continue to give us profound insights into our consumers.
QUAL360: What do you consider to be the 3 essential elements of the qualitative research toolkit today?
Rara: Curiosity: This quality drives researchers to explore beyond the surface and delve deeper into understanding consumer behaviors, motivations, and emotions. Curiosity compels researchers to ask probing questions, seek out nuances, and remain open to unexpected insights. It fosters a mindset of continuous learning and exploration, enabling researchers to uncover rich, detailed data that might otherwise go unnoticed.
Empathy: Empathy is crucial for truly understanding the perspectives and emotions of the consumer. It involves seeing the world through their eyes and genuinely resonating with their experiences. Empathetic researchers can build rapport with participants, creating an environment where individuals feel comfortable sharing their innermost thoughts and feelings. This connection leads to more authentic and revealing qualitative data.
Creativity: Creativity is an essential element in qualitative research that enables researchers to think outside the box and approach problems from novel angles. It allows researchers to design innovative research methods, develop engaging ways to interact with participants, and craft compelling narratives from the data collected. Creativity also plays a key role in uncovering hidden patterns and insights that might not be immediately apparent.
Together, these elements—curiosity, empathy, and creativity—equip qualitative researchers with the tools necessary to uncover deeper insights, foster meaningful connections with consumers, and help us uncover more nuanced and comprehensive consumer stories.
QUAL360: Apart from work, what should delegates talk to you about at Qual360 APAC? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Rara: I am always interested in sharing experiences with other insights practitioners on the latest marketing issues and how categories continue to evolve and change. I have a particular interest in the areas of agile methodologies, leveraging fandom, and understanding Gen Z and Gen Alpha consumers. In relation to the industry, I am quite involved in building the Women in Research (WIRe) Singapore chapter, together with Anita Rao Kapur, and encourage researchers who want to be part of this community to come up and connect with me.
Outside of industry-specific topics, I am fascinated by Booktok and enjoy discussing popular trends and book recommendations coming out of this vibrant community. I am passionate about fostering connections and knowledge-sharing in both professional and personal spheres, so I welcome conversations on these topics!
QUAL360: Thank you so much Rara! We look forward to seeing you at QUAL360 APAC!
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