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

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.


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,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands