The Cherry On Top: Why Technology Needs Humans
Technology is here to make our lives more efficient. But it isn’t here to replace everything we do, simply because it can’t (yet!)
Here’s an example. Did you know that the best tool in the world for placing cherries on top of a cake is a human? Sure, machines can do it, but, well, they just aren’t as good as people. Everything else in the factory might be automated, but the cherry (which is often the most expensive part) is placed there with a human touch.
Like cake making, insight making can be made more efficient by embracing technology. But why can’t it yet be trusted with giving you the insight and recommendations you need? And what are its limitations in building a more consumer-centric business?
- Humans can be unpredictable and in the world of a/b testing, no machine is creative enough to help you dream up ‘c’.
- Not all automated methods are fit for your purpose. You need experts in the field to first understand what works, what doesn’t, and how to apply it to your project
- The rise of automation can lead to the rise of fraud in the research industry. People are smart and we can tell when something just “isn’t right” – a machine can’t do this as well as people.
Catalyx believes that only by blending the best technology platforms with the best human brains can you make truly consumer-centric brand building decisions.
If you think there are more ways technology might be falling short, or just want us to show you new ways you can blend technology and humans please get in touch below!