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Gain Consumer Insight With Generative AI

Neeraj Arora; Ishita Chakraborty; Yohei Nishimura

Marketing research traditionally costs tens of thousands of dollars and takes months. Large language models are changing this by compressing timelines from months to days. LLMs enable synthetic consumer “digital twins” for rapid concept testing, AI-moderated interviews for qualitative research at scale, and powerful analysis of unstructured data. These tools allow smaller research teams to conduct larger studies while maintaining quality, thus enabling more frequent testing and experimentation.

DOI

10.63383/rwzg1710

Volume

67 (4)

Language

en

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