Generative AI: A master or servant of market research analysis?

Abstract

This paper explores generative AI's potential impact on the analytics element of the market research process, examining whether AI is destined to become an analysis master (which reduces humans to a minor role), or whether it will play the role of a faithful, trusted and tireless servant to human researchers. Version 4.0 of ChatGPT was used to conduct a series of tasks ranging from the analysis of desk research to primary research qualitative transcripts, quantitative survey open-ended comments and numerical data. The paper concludes that the hype around generative AI is indeed justified. In its current state of evolution, ChatGPT is an extraordinarily efficient extractor, organiser, processor and summariser of qualitative, quantitative and secondary research data. However, its capability is more akin to that of a competent junior consultant; for projects which require a greater experience and understanding of the human condition (empathy, intuition, creative and abstract thinking), humans remain as, if not more, important than ever in helping brands to remain relevant and grow in an increasingly fast-moving and complex world. The paper concludes that a generative AI like ChatGPT 4.0 is an extremely smart, tireless, diligent collaborator which frees (or perhaps forces) human researchers to up their game so they can apply their uniquely human skills and value to the research process.