The session unveiled key insights on global best practices in qualitative research, emphasizing the integration of Humanized AI (AI + Human Intelligence). By comparing international methodologies with local practices, the event highlighted the potential for innovation in Pakistan’s research landscape. The focus was on how combining AI with human insight can enhance consumer understanding and drive business growth.
Cristina Craciun, Global President of Motivational Research at Ipsos Understanding Unlimited, was the keynote speaker. Insights were also shared by Abdul Sattar Babar, CEO and MD of Ipsos in Pakistan, and Sahira Muzaffar, Director of Ipsos Understanding Unlimited in Pakistan. Notable CEOs, directors, and marketers from leading blue-chip and multinational companies attended the event. In her address, Cristina Craciun, highlighted the potential of qualitative research through hands-on practices and interactive sessions during the event. She emphasized the importance of integrating global best practices with local insights to drive innovation by showcased how combining AI with human intelligence can transform consumer understanding and foster business growth.
Building on Cristina Craciun’s insights, the event underscored the critical need to understand human behavior in an era dominated by deepfake technology and declining trust. The importance of balancing AI with human intelligence was highlighted as essential for navigating these complex challenges. Attendees learned how global best practices, combined with local insights, can significantly enhance qualitative research methods. This balanced approach is vital for fostering empathy, trust, and deeper consumer connections. The event proved immensely beneficial for CEOs, directors, and marketers, equipping them with the tools and knowledge to drive business growth and innovation by better understanding and engaging with their consumers.
