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Practice paper

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

Andy Buckley
Applied Marketing Analytics: The Peer-Reviewed Journal, 9 (2), 145-152 (2023)
https://doi.org/10.69554/QJNC6054

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.

Keywords: artificial intelligence; generative AI; ChatGPT; market research; disruption; analysis; human

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Author's Biography

Andy Buckley is a Global Solutions Partner at Human8. With three decades of experience in the market research industry for the likes of ORC, Harris Interactive, Join the Dots and Insites Consulting, his experience ranges from employee and B2B to consumer research. He was a pioneer of online communities and has specialised in research and technological innovation for the past 15 years. A seasoned presenter, contributor and conference speaker, he is a member of the Market Research Society and the European Society for Opinion and Market Research.

Citation

Buckley, Andy (2023, October 1). Generative AI: A master or servant of market research analysis?. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 2. https://doi.org/10.69554/QJNC6054.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 9 / Issue 2
© Henry Stewart
Publications LLP

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