We’ve been doing a lot of thinking lately about the state of our industry. Between the rush for AI-everything and the constant demand for “faster and cheaper,” it’s easy to feel like the actual person on the other side of the screen is getting lost in the shuffle.
Earlier this year, we attended a powerful session by Susan Newhouse at QRCA San Antonio titled “Creative Pathways – Igniting Inspiration” and her insights perfectly align with our mission at Field Notes. As a “Qual-First” team of researchers, we believe Susan’s advocacy for human intelligence as a key differentiator in an AI-dominated landscape is more important than ever.
Here are the key takeaways from Susan’s session on why we need to double down on the human touch.
The Efficiency Trap
Clients are under immense pressure for speed, efficiency, and lower costs. However, Susan warns against a hyper-reliance on technology, noting that it often leads to missed opportunities and a glaring lack of context. While we embrace “Quant-Lite” tools for efficiency, Susan reminds us that the goal should be balancing technological efficiency with deep human interaction to achieve sustainable results.
The Craving for Authenticity
Interestingly, Susan pointed out that the pushback against “tech-everything” is already happening. Younger generations, like Gen Alpha and Gen Z, are actively seeking authentic, tech-free experiences. From using “old-school” phones to vintage thrifting and tech-free social gatherings, there is a clear comeback for human connection driven by tech burnout. If our participants are craving authenticity, our research methods must meet them there.
Research as a Multi-Sensory Experience
One of the most inspiring parts of Susan’s presentation was her deep dive into neuroscience. She explained that creativity is multi-sensory and that our brains process information most effectively when we engage both logical (left-brain) and lateral (right-brain) thinking.
To scratch beneath the surface, Susan advocates for several creative pathways that move beyond a standard survey:
- Verbal & Auditory: Using storytelling, improv, and even deliberate music or custom playlists to influence mood and foster creative thinking.
- Visual & Tactile: Engaging participants with images, collages, or hands-on materials like clay and craft kits to stimulate subconscious thought.
- Kinesthetic & Spatial: Encouraging physical movement or changing perspectives to help participants understand and express complex relationships.
- The Power of Script: Susan highlights that handwriting notes and journaling lead to deeper memory and more expansive thinking compared to typing on a screen.
Remote Doesn’t Have to Be Distant
At Field Notes, we provide a platform that supports these human-centric methods. We see AI as a grounded tool for efficiency, but as Susan so eloquently shared, it is active involvement and human connection that truly drive insight.
We want to help you implement Susan’s strategies for deeper engagement. Ready to bring the “human” back to your research? Let’s chat.
