We recently wrote for Greenbook about how empathy functions within an AI-enabled, multitasking culture. In the article, “Why empathy matters more than ever in an AI-enabled, multitasking culture,” AMC Global’s Emily Trentacosta and Ashley D’Annunzio outline how emotional cues, contextual details, and lived experiences shape the quality of insights. As they note, “tone, pauses, body language, and even contradictions between words and behavior can be where the real insight lives.”
This focus on nuance reflects the way many research interactions now take place. Multitasking, device switching, and automated assistance influence how participants respond and how researchers interpret those responses. When research needs emotional depth, contextual understanding, or observational detail, qualitative approaches provide access to information that is not always visible in text-based data. AMC Global’s qualitative work captures these signals through interviews, ethnographies, and in-person discussions that allow researchers and stakeholders to see and hear the full expression of participant experience.
The article also explores how virtual methods support reach and speed. AMC Global’s approaches maintain clarity and encourage natural expression, whether participants are responding asynchronously or engaging live in moderated conversations.
AI tools now play an important role in organizing, interpreting, and accelerating analysis across open-ended data. Within AMC Global’s capabilities, AI supports tasks such as immediate interviews, transcription, linguistic pattern identification, and synthesis. These tools streamline processing while qualitative methods and direct observation support accurate interpretation of emotional and contextual cues.
The article points to empathy as a requirement for consumer-centric research and a factor that influences how methods are chosen and how insights are formed. Read the full article on Greenbook: “Why empathy matters more than ever in an AI-enabled, multitasking culture.”
