“Trust is a big part of what we do,” he says. “Clients know they can rely on us, both in terms of confidentiality and consistency, as well as our experience of the industry. AI can both exceed expectations and disappoint, which means it is a tool that needs constant supervision, not a one-stop solution. Although it is evolving fast, we’re nowhere near the point of using it to replace human staff.”

Niklas quotes a simple example: “’Sustainability in the North sets the standard,’ an interviewee might say, reflecting not just environmental practices but a deliberate branding effort tied to the region’s forestry heritage. It could refer to a mill’s pioneering eco-certifications, innovative technologies, or community-led conservation initiatives. AI might interpret this as a general statement about geography, but a human interviewer can uncover the specific actions, policies, or cultural values driving that reputation – ultimately adding immense value to the insights obtained."

“We also ensure that interviews are conducted, not just by native speakers, but native speakers of the country, so a Brazilian Portuguese speaker would work on a project in Brazil, since there are differences between the language spoken in Brazil and Portugal, as is the case with Spanish in Spain and Latin America. Understanding regional nuance and language is important when we’re seeking to extract meaningful data from respondents.”

The human touch is crucial before the conversation even starts. “We know that humans can be resistant to change,” he adds. “We like to hold on to our views and our perception of the world, of brands and suppliers. That bias can creep in when questions for a study are formulated in-house. Using a third party removes that bias. For the respondent, it often means they will speak more freely and in more detail, reassured that they are speaking to a neutral party."

“The most enjoyable aspect of my job is uncovering different perspectives, helping people to understand and cooperate with each other. Human behaviour is fascinating, and it still takes one to know one!”

Look out for a series of thought-provoking short videos from Niklas coming soon to our social media channels.