Stop assuming humans are rational with Kelli Rempel
October 27, 2026
Great research requires looking beyond what people say to understand why they behave the way they do. In this episode of The Curiosity Current, Kelli Rempel, Principal and Founder of Hana Worldwide, discusses why qualitative research remains valuable in an increasingly automated industry, how body language and hesitation reveal insights that data alone can miss, and why researchers should maintain a healthy skepticism toward AI. She also shares how she uses AI to manage the administrative side of her consultancy while keeping human judgment at the center of her research.
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.
What You’ll Learn:
- Why the rise of AI and automation is creating new opportunities for qualitative research
- How body language, hesitation, and observation help researchers uncover what people may not express directly
- Why researchers should stop assuming that people are rational and pay attention to unexpected findings
- How to use AI to reduce administrative work without handing over the thinking that drives research
- Why connecting complex concepts to generate new insights remains a challenge for AI
- How researchers can work with clients to ensure insights lead to meaningful business decisions
- Why healthy skepticism and source verification are essential when working with AI-generated outputs
About the Guest:
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.
Episode Resources:
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