AI cannot replicate the research journey with Tom Rich

Technology is changing the pace of research but the core of understanding people remains a human task. Tom Rich shares his perspective as a self-described carbon-based qualitative researcher. He explains why artificial intelligence serves as a sophisticated probability calculator rather than a source of wisdom. He also reveals how moral frameworks and techniques borrowed from the world of psychics help uncover what people truly value. Tom highlights why the journey of research matters more than just the end deliverable for brand strategy.