In this episode of The Curiosity Current, Stephanie Vance and Molly Strawn-Carreño sit down with Kelli Rempel, Principal and Founder of Hana Worldwide, to explore the value of human understanding in market research and how researchers can navigate the growing influence of AI. With more than 30 years of experience across client-side and agency research, Kelli shares why the resurgence of qualitative research makes sense in a world where automation is making information easier to access but does not always make it easier to understand.

Kelli explains how researchers can uncover the motivations behind people’s decisions by paying attention to the gap between what people say and what they do. Through interviews, observation, and group discussions, researchers can pick up on hesitation, body language, and subtle differences in how people describe their experiences. These details can reveal needs and motivations that might otherwise go unnoticed.

She also shares how moving from client-side research to running her own consultancy changed her understanding of the business, including the importance of collaboration and the administrative work that happens behind the scenes. Kelli explains how she built an AI operating system to manage tasks, organize her schedule, and reduce cognitive load, allowing her to focus more of her attention on research itself. Ultimately, she argues that while AI has improved at tracing themes and connecting information to source material, it still struggles to connect complex concepts in ways that lead to genuinely new learning and insight.

Kelli Rempel is the Principal and Founder of Hana Worldwide, a research consultancy specializing in qualitative research, user experience, and human factors strategy across healthcare technology, automotive, and other complex industries. With more than 30 years of experience spanning client-side research and agency work, including roles at Nissan and Hillman Baxter, Kelli brings extensive experience in understanding human behavior and translating research findings into meaningful business action. Her work explores the value of human-centered research, the practical use of AI in research operations, and the importance of maintaining critical thinking and human judgment as research tools continue to evolve.

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