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Breaking the Method Mold: Research in a Changing World
53 Plays4 months ago
Welcome to the third episode of The Qual Point of View, a limited podcast series featuring expert voices from the field using qualitative insights for real-time decision-making.
In this episode, Ooloi Labs co-founder Yashna Jhamb speaks with Sharmila Das, Chairwoman & Founder Director at Purple Audacity Research & Innovation, about how qualitative research is evolving across sectors: from social impact space to commercial brands.
Their conversation explores the shift from traditional, method-led research to a more method-neutral, insight-driven approach. Together, they discuss the growing importance of agility in research, and what it means to design research that keeps pace with an increasingly AI-driven world.
Sharmila Das reflects on her experience with commercial brands, NGOs, and policy organizations to illustrate how qualitative data shapes decisions, drives innovation, and deepens understanding.
This episode invites listeners to think about where qualitative data stands today, and how embracing method neutrality can expand the ways we generate insight, adapt, and stay relevant in an evolving research landscape.
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Transcript
Introduction to the Podcast Series
00:00:01
Speaker
Welcome everyone and thanks for tuning in into The Fall Point of View, a podcast series by Uloy Labs. I'm Yashna Jam, one of the co-founders of Uloy Labs. I'm a designer, researcher by training and spend years in the development sector across various domains, listening to people, their stories and trying to make sense of them at scale.
Evolution of Qualitative Research
00:00:22
Speaker
Today, we're exploring how qualitative research is evolving across sectors from social impact space to commercial brands. In this episode, we'll discuss the shift of traditional qualitative research to method neutral insight driven strategies, the role of agility in research, how rapid analysis is transforming the field.
00:00:44
Speaker
Real-world stories from working with brands, NGOs, and policy organizations, and the future of qualitative research and its growing relevance in this current shift with ai coming in.
Sharmila Das and Her Role in Insights
00:00:57
Speaker
Our guest today is Sharmila Das, founder and chairwoman of an organization called Purple Audacity, who has been at the forefront of integrating qualitative insights into business and development strategies.
00:01:10
Speaker
With experience spanning commercial brands, public health initiatives and global research projects, Sharmila brings a unique perspective on how qualitative data shapes decisions, drives innovation and creates a meaningful impact.
00:01:25
Speaker
So whether you're a researcher, strategist, brand leader or just someone curious about how human stories influence big decisions, this episode is for you and let's get started.
Metamorphosis of Research Approaches
00:01:42
Speaker
Thank you so much, Armila, for joining. Just to get us started, we'd love to start on how has the approach of qualitative research evolved in your organization?
00:01:53
Speaker
The last time we spoke, you spoke about how it was boutique qualitative research agency and now to a method neutral insights and strategy organization. If you can just share more about the shift.
00:02:05
Speaker
My journey is a 40-year-old journey in this sector. And to my mind, the comparison of research which can be actually done probably with.
00:02:18
Speaker
So just in archaeology, you really don't go by the surface truth. You keep digging deeper and deeper and deeper to get the actual truth.
00:02:30
Speaker
Similarly, in research, that is exactly what we do. And I think the excitement and the curiosity that keeps getting built for the researcher is something that makes some of us stay back in this sector.
00:02:48
Speaker
So looking back in 40 years, except two years of not being in research, I have never even thought of doing anything else but research. So, you know, that is the thing.
00:03:01
Speaker
Wow, that's an analogy I'm going to use. Yeah, it is it is true. i mean, that's what research is. And if I look at the manner in which my organization, which is Popular City, has evolved, then I think it's a reflection of how qualitative research has also evolved.
Integrating Diverse Methodologies
00:03:23
Speaker
Because 17 years ago, we were a specialized qualitative research agency. But then because of my past work, because of the tenure in which i was with the Kantar group or even previously, i mean, when I became a researcher, the division of qualitative and quantitative did not exist. All of us had to do everything. So I was groomed as a researcher and not as a specialized in one sector researcher initially.
00:04:00
Speaker
yeah And that is where we are all venturing back into because the problem is greater than the methodology. That is the mantra which is evolving qualitative research and that's why method neutrality is something which is really, really coming in because whether it is the developmental sector or the commercial sector, the client has an issue for which the client is seeking a solution.
00:04:33
Speaker
yeah The client is not seeking a qualitative solution or a quantitative solution. yeah And that's what the evolution also has been.
Cross-Sector Influences in Research
00:04:42
Speaker
So whether it is incorporation of design thinking, behavioral sciences, culture, in the entire arena of research,
00:04:55
Speaker
I think the opening up of thought at the societal level, at the administrative level, at the marketing level, at the strategy level, all of it is getting reflected um in the evolution of qualitative research. now Very interesting.
00:05:13
Speaker
Very interesting. You had spoken about how work across sectors. It's not like you're only working on social impact issues, but there are commercial organizations also who value research and qualitative plus content sides. As you said, it's more about solving the problem. It's not about just what kind of data that we're capturing. But I think what was also interesting, you said you started off with the development sector and that shaped your knowledge around how to do research or find insights in the commercial sector so if you can share that process and journey that has been for you in the last 40 years yeah that's the also a very favorite story for me because uh
00:06:05
Speaker
Before starting Purple Audacity in 2008, I had been to organizations such as MORD and ADMAR, but then I had joined the Kantar group in their qualitative division and I'd stayed there for 15 long years. Yeah.
00:06:23
Speaker
Now, because of that, the exposure I had was also very wide. yeah So from the commercial sector, within commercial sector, FMCG, automobiles, two-wheelers and four-wheelers,
Impactful Stories in Public Health
00:06:42
Speaker
durables, toys, the list was very large.
00:06:47
Speaker
But at the same time, what was giving me a whole lot of motivation was the developmental sector work that I was doing. So whether it was understanding reproductive health, understanding the perceptions and attitudes towards family planning, being one of the instrumental pieces in the work that was happening and then coming out as communication for condom, the condom minda's poll campaign, or the oral contraceptive pill campaign, goli keham joli yeah ah
00:07:25
Speaker
or the ORS campaign, sathi bapanki So I was working on all those and I was also leading the qualitative research team which had for the first time identified for a UNICEF project that pulse polio had a huge barrier with certain religions in our country and those segments were looking at pulse polio as something which the government was doing to do birth control in there.
00:07:59
Speaker
community. So that eventually we all are aware of the Ogilvy campaign which had featured Mr. Bachchan and the impact of that and how polio got finally eradicated.
00:08:14
Speaker
but It was such a satisfying thought that I was also part of the team to identify the core problem that Vulse Polio was facing.
00:08:27
Speaker
And in a way, probably I have managed to contribute a little. Yeah. Wow. So on starting Purple Audacity, obviously, i had said that we are going to work across both sectors.
00:08:41
Speaker
We are definitely going to work for the developmental sector. And then... In Kantharbrook, not so much in the qualitative division, but otherwise there was a different division which she used to take care of ah developmental sector and another division which was taking care of the commercial sector.
00:09:01
Speaker
But in Purple Audacity, had said that the same team of researchers and same team of operations people will work. in both the sectors because the learnings are going to be very different and then the fusion of those learnings yeah is actually going to give us what we specialize in.
00:09:25
Speaker
And that is exactly what happened, Yashna, because the almost academic rigor, the particular focus on every aspect, the sampling, the management of the participants, ethical considerations that the developmental sector has, those are such valuable lessons when we are doing work for the commercial sector.
00:09:54
Speaker
And the com commercial sector teaches us agility. It teaches action orientedness. It teaches us that there should be a bank for every part that we are spending.
00:10:07
Speaker
That is so relevant for the developmental sector. Yeah. So the combination is what then we kept on working.
Combining Research Methodologies
00:10:18
Speaker
And within that, the method neutrality therefore helped because then it was not only confined to qualitative research, it was combining research.
00:10:29
Speaker
From the qualitative angle also, as I was saying, ethnography, design thinking, UI, UX research. no okay And from the other side, just quantitative in various kind of studies where quantitative can be used.
00:10:47
Speaker
And it was also helping us do a fusion research. research with symbiotics, research with the behavioral economics, and incorporating a lot of the principles of behavioral sciences in our research.
00:11:02
Speaker
well but It has been very exciting. I mean, why do you think that at the age of 60 also, I am so... excited about research because it is evolving continuously. There are so many interesting interesting things happening and it is wonderful being a researcher.
00:11:20
Speaker
Yeah, I wish I have that much energy when I'm 60 on this topic. But this is something you you shared something so valuable right now that there is definitely a thick rigor in sampling in the way we want to collect data and how data is collected.
00:11:36
Speaker
How are you bringing that lens of empathy in this development sector versus that agility and every buck counts kind of a action oriented approach in the commercial corporate world?
00:11:50
Speaker
I would love if you can share some examples of the work you've done in both these sectors, where you've brought empathy and agility together. I feel it'd be very important for our listeners to understand these learnings with some context of your work across industries.
Types of Research Studies
00:12:09
Speaker
So, ah one of the very recent distinct examples, Yashna, is from the developmental sector. The Developmental Sector project I am referring to that is a qualitative and quantitative project.
00:12:23
Speaker
And the project was to understand perceptions on reproductive health and specially with a focus on on-demand contraceptive pills.
00:12:38
Speaker
Now, that is not something which is currently freely available. yeah ah There are emergency pills, but on-demand is not really there.
00:12:50
Speaker
And obviously because of the subject, the cohorts that we needed to meet were married men and women in different kind of life stages. So, you know, no children with one or two children, with three, four children.
00:13:08
Speaker
But we also had to meet unmarried. Yeah. Plus and plus. Yeah. So a qualitative and quantitative study which is on such a sensitive topic, which has such a sensitive cohort and which is getting done across some five, six states, including states like Bihar and UP.
00:13:33
Speaker
yeah the core reason why that study was so successfully conducted and therefore delivered and the client was so satisfied with the outcome simply lies in a planning which used a combination of again what was required in terms of sampling and the rigor that has to go into that with the commercial Jugaad mentality.
00:14:07
Speaker
What does that mean? So therefore how do you even identify respondents who can be part of this kind of a study?
00:14:18
Speaker
yeah On one hand, there are ethical considerations which have to be kept in mind. On the other hand, you definitely need those people. So therefore, we worked out a completely different strategy for recruitment which has been named referrals and intercepts.
00:14:38
Speaker
Okay. In every center which has been selected, we have field partners who work on similar subjects.
00:14:48
Speaker
Okay. So in the past, there will be respondents who have participated in their studies and they would have established some kind of a relationship with them.
00:15:00
Speaker
We don't go and interview those respondents. We can go to those respondents and very politely request them that there is a study for which we need this kind of people.
00:15:12
Speaker
if you know somebody who fits this description, can you please ask them if they are willing to participate? This is our number. This is how they can contact us.
00:15:24
Speaker
So if you can, you know, request them. Interesting. And that worked. The second strategy of intercepts is that you go to the parks where you know young couples are sitting and very politely again request them that this is my introduction, there is a study, but would you like to participate? If yes, this is the number that you can call. You don't have to talk to me.
00:15:49
Speaker
Wow. Wow. Very interesting. Amazing. Thank you for sharing that. And also, I think it gives me a segue into understanding methodologies a little more.
00:16:02
Speaker
As you already spoke about sampling methodologies, what I'm curious to know is what are the different kinds of research methodologies as well. Yes.
00:16:12
Speaker
Since you come from a method neutral approach, I believe you're the right person to talk about what are some of the methodologies that you use at different stages of research.
00:16:23
Speaker
If you can share a little more on that. Research is about understanding people better. And there could be different reasons why you want to understand people.
00:16:35
Speaker
So if you actually put up that lens and then start looking at, therefore, what kind of studies are possible, then it will start falling into place.
00:16:47
Speaker
yeah So therefore, the first one is... an exploratory study. Exploratory study, the word defines it. That i just want to explore a particular universe of people, ah particular sector of products or services, and I want to understand everything about this particular topic in terms of what are the motivators, what are the barriers, what kind of possible opportunities might be existing there, who are the users, who are the influencers.
00:17:30
Speaker
So I want a complete kind of an understanding and that's what exploratory studies are. So if you are entering the market, so I think a few years ago, we did something for ah Korean skincare brand which wanted to enter India.
00:17:48
Speaker
So they wanted to understand not only the skincare regime of youth, but also how youth is evolving in India. What are their aspirations? Can something like skincare get aligned with the aspirations of the youth.
00:18:04
Speaker
yeah So those could be exploratory studies. Very foundational in nature essentially. Very foundational. In the developmental sector, studies like National Family Health, NFHS, those were year after year showing that though modern contraceptives are relatively static and except condom, nothing seems to be growing.
00:18:33
Speaker
But reporting of use of traditional methods of contraception is going up by leaps and bounds.
00:18:44
Speaker
yeah So therefore, what is a null hypothesis? If somebody is knowledgeable enough and is purchasing a modern contraceptive, then those are more evolved people.
00:18:58
Speaker
yeah And those who do not know, are not aware, cannot afford, they are following traditional methods. okay That will be a very obvious null hypothesis to start with. Correct.
00:19:11
Speaker
but know We did an exploratory study and we found that the null hypothesis was completely wrong. in In fact, those who are using traditional methods feel that e they are more knowledgeable, they are more evolved, they know exactly what are the safe dates and when exactly ah they can use the traditional method.
00:19:34
Speaker
They believe that they are better as couples because the couple has developed interspousal communication, they are negotiating, they are agreeing on something and they feel that they have better control.
00:19:51
Speaker
So they feel that they are much better off. interesting. And they call those who are using modern contraceptive a little, in Hindi there is a term,
00:20:03
Speaker
Which is like four souls. ah I mean, they don't speak to their husband. Husbands don't listen to them. So therefore, as a recourse, they have to fall onto modern contraceptives.
00:20:16
Speaker
So these kind of studies are exploratory studies. Interesting. Then after exploration, what will you do? You will probably, you know, create a ah product, a service, something new, a modification, and then you will send it back to the universe.
00:20:34
Speaker
There comes the next study. Before sending it back, you will do evaluative studies. Okay. okay So you have made a new ad, you have made a new commercial, you have made a new IVR, you have done a new initiative, which is a mobile-based initiative.
00:20:54
Speaker
You have done posters, new interpersonal communication material. Before sending it out in the universe, you want to test it out and see if it can be improved.
00:21:09
Speaker
It is not causing any kind of disruption, undesired disruption. It is being understood in the manner in which it has been designed.
Longitudinal Studies and Behavioral Changes
00:21:19
Speaker
So, those are evaluative studies that you will do. Okay. Now, you have sent it to the universe. You have done the evaluative study. It is now launched.
00:21:30
Speaker
Okay. After some time, you may want to do a diagnostic study. For what? I have launched a brand. yeah My expectation was that it will do at least 10.
00:21:44
Speaker
It's currently doing only 7. Got it. Can I do a diagnostic study? Yeah. Why it is underperforming?
00:21:55
Speaker
and Interesting. So diagnostic, the word describes it. You are trying to diagnose the situation. Initiative on the brand. And then do all this, then there could be qualitative, there could be quantitative, there could be ethnography.
00:22:13
Speaker
Within that something which is becoming ah often done kind of a methodology is longitudinal methodology, which could be qualitative or it could be quantitative also in nature.
00:22:29
Speaker
But then how does it help? It helps you assess long-term behavior. So, whether you are a commercial client or a developmental sector client, eventually you want to bring in some behavior change.
00:22:46
Speaker
Correct. Eventually, you either want the people to start buying your product or service and use it regularly or you want something to change in the behavior with respect to health, hygiene, nutrition, environment, anything that you are working on.
00:23:02
Speaker
yeah So, these longitudinal studies are excellent in helping you track okay if there is some behavior change.
00:23:13
Speaker
yeah you so Obviously, the lockdown. Who will not remember the lockdown? But we had launched a longitudinal study within, I think, 10 to 15 days of the first lockdown getting announced.
00:23:29
Speaker
and we had continued with that study for one year. oh wow! Some 300 odd people across 13 centers were part of our study yeah and we had kept on tracking their sentiment.
00:23:45
Speaker
As they were moving from the first lockdown to the second lockdown to the third to the fourth and then opening up and how the various things which they consider important in their life.
00:24:02
Speaker
were going up and down in terms of importance. yeah So the first phase was, oh wow, we have free time, no school, no office, nobody has to go anywhere.
00:24:16
Speaker
We will sit together, make pakoras, make dalgona coffee, read, yeah oh yeah plate, whatever. All of that slowly started giving way to worry about studies, worry about job, occupation, financial worries, okay?
00:24:39
Speaker
And then the initial euphoria that, oh my god, we have never had this opportunity of spending so much time together as a family yeah and the we time was really valued.
00:24:51
Speaker
valued Slowly that started giving way to, my gosh, I don't have any time all the time, you know, surrounded. Interesting. So these kind of transitions, these kind of changes, behavior, perception, the manner in which it changes, all of that is beautifully captured in the middle of the day. Yes.
00:25:16
Speaker
Wow. Wow. Superb. Thank you for sharing this. I think often a lot of foundational studies also needed in the impact space or even with the new tech in the commercial and corporate space.
00:25:27
Speaker
But it's never defined in the way that you're saying because it's often like we have to find this out and that's just any structure you follow. But if you have those structures in place, it's easier to do the research in the right way.
00:25:42
Speaker
and We are doing a study for the Gates Foundation. So, two new contraceptives are being tested in India. The government is testing it in 10 states of India.
00:25:56
Speaker
And in two states, we along with ICRW are the learning partners. Now, this is one of the most interesting use of research and strategy expertise, I will say.
00:26:12
Speaker
Because as the rollout is happening, It is not only the women who are actually taking these new contraceptives who are being studied.
00:26:26
Speaker
It is also the health providers, the free-level health providers, the ASHA BAHU's, the A&M. How are they dealing with yeah these new contraceptives? Yes.
00:26:40
Speaker
The senior people, the technical partners who are actually helping the government do the rollout. How are they finding this entire rollout process?
00:26:54
Speaker
What are the challenges they are facing? Can there be certain lessons which are learnt and therefore put into use by formulating different way of doing things while the rollout is happening?
Mixed Methodology and Innovation
00:27:09
Speaker
yeah So usually research is retrospective. Everything has happened and then research comes in. But here research is walking the road with the implementing partners and continuously providing them inputs in terms of we found this. So this is working very well. You should make this stronger.
00:27:34
Speaker
There needs to be a problem in this thing. Can something else be done? So that's what is happening. Yeah. yeah So does it fall under the diagnostic plus longitudinal thing that you're launching at the same time you're finding out more and more with the same? Yes, absolutely.
00:27:52
Speaker
And it's also multi-stakeholder. It's not just like a product means only for the user, but what are the different stakeholders around them and how are they getting impacted by something like that?
00:28:04
Speaker
That's beautiful. Exactly. Thanks for sharing that. I think that's really valuable. And the last example really helps in grounding all those concepts into one study. Just since you've done so much work and continuously still doing some interesting projects, wanted to understand if you can share some impact of research and I won't say call and quant separately but research as methodology and some stories or highlights of really what has it done for different brands that you've worked with more recently what have you seen it doing okay so yes Yashna before I share some examples I want to once again reiterate that
00:28:50
Speaker
that A lot of these examples are actually from mixed method. Correct. And therefore, I cannot emphasize enough on the need for keeping your eyes or but words ahen my open open towards using mixed methodology rather than than sticking to a single true methodology.
00:29:19
Speaker
And especially probably true for India because only a mixed methodology will probably help you unearth and unpeel the nuances that exist in India.
00:29:35
Speaker
It is one of the most complex motifs that any country can have. yeah You have caste and you have class and you have languages and you have communities. So the latest language survey has also pointed out the number of dialects which exist in each of has the you know languages.
00:29:55
Speaker
So all of that has to be kept in mind. so From that aspect, let me, you know, talk about a few studies which have been, can't even call them studies. They're like programs. correct So for your BBC media action for some four years,
00:30:18
Speaker
We worked with them from the inception of the initiatives on Kilkari and mobile kunji that they were doing.
00:30:29
Speaker
So these are mobile app-based initiatives. Kilkari is for the woman, and so it actually helps her understand various do's and don'ts and what she should be doing for immunization, for family planning, for nutrition, for hygiene and everything else.
00:30:52
Speaker
And Mobile Kunji is for the ASHA, P level workers. We had started working with BBC Media Action. during the conceptualization stage itself, that what if this kind of a thing can be created?
00:31:08
Speaker
yeah Then it came into, okay, so therefore, what should be the components, yeah both in terms of content and the vehicle through which it has to be therefore brought to the beneficiary.
00:31:27
Speaker
So if The VHSNDs, which are the fortnightly kind of gathering of women in different PHCs of villages where they are given, they bring their children, so they get their immunization.
00:31:46
Speaker
The woman can get something on family planning if she is in the prenatal or antenatal stage, then she gets the advice, medicines. So the plan was that how about...
00:32:00
Speaker
just making them listen to this entire thing yeah during that phase. yeah So the component also had getting into therefore what capacity of speaker, what capacity of mobile phone, what capacity of battery is needed to ensure that this can be delivered.
00:32:22
Speaker
So on one hand we were testing the content We were testing the kind of characters that were getting developed. We were putting, you know, a shape to those characters, to those stories.
00:32:34
Speaker
We were actually looking at the content in terms of what should be said first and what should be prioritized, deprioritized. All of that was happening. This was also happening. And on certain days,
00:32:48
Speaker
we have actually done simultaneous fieldwork in six different BHSNDs across six different districts of Bihar on the same day because BHSND happens only on Fridays so you can go only on Fridays to test it out.
00:33:09
Speaker
Therefore massive operational and research kind of initiatives. Eventually it led to the episodes being developed and therefore the content content of those episodes getting finalized.
Continuous Role of Research
00:33:25
Speaker
yeah And finally after four or five years we did the final qualitative impact assessment of these initiatives. So that is why I'm saying that research is not only about doing a project.
00:33:42
Speaker
Another example actually will be about, once again, we talk about design thinking studies, we talk about design labs, but then the Indian Jugaal mentality has created so many research projects which we did not even know that these are actually part of design thinking.
00:34:05
Speaker
So again, i think 2018, Pranav, who was with the Stanford University at that time, he reached out and he said that, listen, I have designed a micro car, which is actually a two-seater, which will be like a two-wheeler, but it is going to be a car and it will also have an air conditioner.
00:34:29
Speaker
And this is going to run on EV. Okay. So... well Therefore, I want to know whether India is ready for this vehicle. Who is Pranav?
00:34:39
Speaker
I'm very curious. Pranav? Wings EV? Yes. Oh, wow. I can't believe it. I met him recently because I wanted to do the test drive for that car.
00:34:50
Speaker
yeah So, you will be even more, you know, interested in this story, Yashna. 100%. All yours. I told Pranav when he said Pranav.
00:35:03
Speaker
I can't visualize this. And since I cannot visualize it, I will also absolutely give it to you in writing that the consumers are also not going to be able to visualize it and it is likely that we will throw the baby with the bathwater in this because people haven't understood.
00:35:24
Speaker
So therefore I need to give them a sense of what exactly this is going to be like. He said like, I haven't made any prototype yet. How can we do it?
00:35:36
Speaker
i said, okay, give me the dimensions of, you know, left, to right, front, back, every, all the dimensions you give me and you give me the design of that.
00:35:47
Speaker
Wow. We got it printed on flex boards. We called the carpenter and gave him the dimension made him do yeah basic skeleton for that.
00:36:00
Speaker
The flex prints were then cut to size. And then we used glue to create. the prototype and then we place two stools inside so that people can go and sit and feel that okay so I have head space I have elbow space I have everything on on this card very interesting not only in one center but in three centers wow well we created the prototypes
00:36:32
Speaker
And we did the research. And yes, thankfully, it was a very positive kind of a response. and turn of And his father, they used their indoor and home to actually create the vehicle.
00:36:48
Speaker
Once it was in a running kind of a condition, then we did the next phase of research to understand what was working, not working. And therefore came Robin.
00:37:02
Speaker
Super. Thank you for sharing that. And thanks for sharing the impact the research has at different stages and what you shared.
AI's Role and Limitations in Research
00:37:10
Speaker
When it's like a four, five year old long project, when it's at a launch stage, it's exploratory. You need to know that and then you launch and then there's diagnostic. i mean, I feel I have upgraded my vocab for research right now by the four things that you've done. So I hope it's a connect for everybody who's also listening.
00:37:28
Speaker
One very big point, and also when we started this conversation, you shared that market research and research in general has been shifting gears with what's happening currently, which is around AI, the way tech is advancing.
00:37:43
Speaker
What, according to you, and what at Purple Audacity has been the impact of that change? And where do you see the future of research going?
00:37:53
Speaker
And maybe some examples of what has it been for you from the last year? Yes. So, I believe that in this entire transition, at the moment, we as researchers are at that stage of recalibration and reconciliation.
00:38:15
Speaker
but We had started by, you know, being a little dismissive about technology coming into research in this kind of a manner. Then we were skeptical.
00:38:28
Speaker
Then we were a little awestruck. Then we were afraid that, you know, this is going to now replace our human selves. But I think what has happened over the last two years has actually led to researchers also recognizing that just like when the internet had come,
00:38:52
Speaker
People ask what is the need for internet. I mean, this is such an unnecessary kind of a thing. This is not going to find acceptance among the masses.
00:39:03
Speaker
yeah We are corporates who will be using it. And look at it the situation today where we see the kind of impact it has even on the rural population.
00:39:17
Speaker
yeah YouTube, the India subscription or viewership of YouTube is mind-boggling. So, just like that, for AI also, that is the phase of recalibration and reconciliation that we are doing. It is about how to get the best out of both worlds, which is human intelligence and artificial intelligence, where all And to what extent should ai be used?
00:39:53
Speaker
What is that boundary where AI should be stopped and human intelligence, especially the human understanding of the context and the culture is to be brought in to this entire thing.
00:40:11
Speaker
So, therefore, we are all experimenting currently. with AI at different stages. Some of them we are ourselves very skeptical about.
00:40:22
Speaker
There is a lot of chatter on synthetic data. I as a researcher am still very, very skeptical about synthetic data. In my mind, it is similar to, you know, the interviewers sitting underneath a tree and just copying one questioner to another, to another, to another, but I could be absolutely wrong on that.
00:40:46
Speaker
So therefore, I will wait to see the results of that. But on everything, we are, you know, taking small steps, but we are using ai You will not believe that among our researchers, there are so many who still feel that using any form of AI is almost like an insult to their own intelligence.
00:41:13
Speaker
So, AI as an assistant rather than a replacement, AI to actually take over the laborious part of research to make things more efficient, that is the direction yeah that research is currently moving towards.
00:41:35
Speaker
Because eventually, again, I'm coming back to the same complexity of the India motif that I was referring to, that i mean we probably have one of the most complex motifs in the world.
00:41:52
Speaker
no within that motive, AI can give you the patterns. But it is only a human insight and qual which will actually find the meaning in those patterns.
00:42:07
Speaker
You would really cannot think that you are going to be replaced with yeah So that mental barrier is the first one which needs to be overcome.
Advice for Researchers
00:42:18
Speaker
yeah And then the efficient use of AI and where exactly AI can be used, that should be done. Yeah. Yeah, we're also at a place that resonates with what you're saying.
00:42:31
Speaker
Like qualitative research analysis is very important, but also a lot of hours and minds go into it. And the idea is to support humans in that process. ah From how we see it, it cannot be about replacing the voices of people and the raw data, but to get some support in the synthesis of it.
00:42:55
Speaker
And as you rightly said, we need to identify where it is right to use and what AI can do well and then leverage that. Exactly.
00:43:06
Speaker
and like Yeah. and Very, very valuable. one Yeah. And that is by why, should we feel that we are going to get replaced? i Yeah.
00:43:17
Speaker
Look at the diversity of India. Yeah. the high rise of Burgaon or Bangalore to the hearts of Jharkhand and it is so different.
00:43:28
Speaker
All those behaviors are shaped differently by different experiences and that is what all captures. How can AI actually, mean maybe in some years it will start doing that also.
00:43:43
Speaker
But currently, no. and Very valid, very valid. Super. I think there's a lot that we've got. There's a lot of insight. But just before we wrap up, for practitioners and for organizations, what do you think, what is the shift needed when it comes to even adopting research?
00:44:05
Speaker
And what are the same misconceptions that need to be broken for research? If you have anything and there's something that should really be adopted for practitioners and different organizations around research, something that you've seen Purple Audacity actually do.
00:44:20
Speaker
So I had a lot of murals created on the walls of Purple Audacity. And one of the favorite murals is actually about Sherlock Holmes.
00:44:34
Speaker
So as researchers, that is actually your metaphor. Because every insight is going to lead to the bigger picture and it really is like a detective story. and that Another one to take. That is what you do.
00:44:54
Speaker
But then to continuously do that, one needs to continuously keep cultivating that vulgar curiosity, which is part of being researcher.
00:45:09
Speaker
Stay... very very sensitive towards the cultural aspects that you are going to confront and remain comfortable with ambiguity because it is not necessary that every time you are going to get an answer yeah not getting an answer is also an answer a so for the practitioners that's what I would like to leave as a thought
00:45:42
Speaker
Wow, I think that's beautiful and a beautiful way to close this. I personally feel the hardest is to be okay with ambiguity and be okay with not getting an answer because then they're like, oh, things have to change if you don't get the answer. Somehow force fit an answer just because it needs to be closed.
Conclusion and Further Engagement
00:46:02
Speaker
The project needs to be closed. The program needs to be closed. But I wish there was a recipe, but I know there isn't. But for us to say that it's fine if you don't get an answer, there's another direction. But I guess being open and curious at all times really would help for sure.
00:46:20
Speaker
All right. Thank you so much for this. I think it's a packed episode with a lot to take and a lot of examples and insights. Thank you so much for taking on this time. We're very deeply honored that you were a part of this podcast.
00:46:35
Speaker
Thank you so much because i am really loved having this conversation because so yes, we are into this sector. We are into this entire profession.
00:46:52
Speaker
But then stepping a little back and then looking at it gives you a very good feeling. And that's what I was doing today with you. Thank you so much.
00:47:05
Speaker
And that's the episode. Today, I want to leave you with a question. What's a decision you're making that might just change if you had the story behind the numbers?
00:47:16
Speaker
Give it some thought and thank you for listening. Do check out our other episodes in this series. Our first season focuses on qualitative data and research and we had a fantastic lineup of guests.
00:47:30
Speaker
If you found this valuable, please subscribe and share it with a friend who might find our conversation interesting. And if you'd like to learn more, you can visit our website getdots.in or write to us at hello at ooloyalabs.in and follow us on LinkedIn for updates.
00:47:47
Speaker
Until next time, I'm Yashna signing off.