ChatGPT: What’s all the fuss? Understanding the evolving AI framework for market research

Tim Brewer and Sandy Casey

Allergy brand Claritin explored the potential of ChatGPT to create surveys, create sampling plans, execute research, and conduct analysis at the same level of quality as a human researcher in the US.

Abstract

In just a few short months, access to revolutionary new Artificial Intelligence (AI) tools has fundamentally shifted the way that thousands of companies conduct business, and as a fundamentally technology-driven industry, market research is changing too. AI can super-charge insights as it continues to cause immense disruption worldwide.

As researchers in a constantly changing technology landscape, we need to understand the pros and cons of the newly released ChatGPT by OpenAI. ChatGPT has already proven it can write a questionnaire faster than humans, but can it do it better? In this paper, we uncover if ChatGPT can create surveys,...

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