How to use ChatGPT for Market Research

Analythical by Stephen Tracy
5 Mar 202315:15
EducationalLearning
32 Likes 10 Comments

TLDRThis video script explores the application of AI technology, specifically chat GPT, in the field of market research. It highlights how chat GPT can augment human work in market research by automating certain tasks, such as designing questionnaires, generating brand lists for multi-country studies, and categorizing attributes for product features. The script also demonstrates chat GPT's potential in analyzing open-ended survey responses by coding them into categories, which is typically a time-consuming process. Although not perfect, the use of chat GPT for these tasks can significantly improve efficiency and reduce the time spent on manual research and analysis. The video serves as a practical guide for researchers and marketers, showcasing the benefits and limitations of leveraging AI in market research.

Takeaways
  • 🚀 Chat GPT can be applied to market research, specifically online quantitative research, to enhance efficiency in designing surveys and analyzing data.
  • 📈 AI tools like Chat GPT cannot fully replace humans but can augment work by automating manual and time-intensive tasks in market research.
  • 🤖 Chat GPT can assist in designing questionnaires by providing a foundation for questions and response options, though it requires human input for clarity and specificity.
  • 📊 It can generate demographic questions and brand tracking questions, which are crucial for segmenting data and understanding brand positioning.
  • 🌐 For multi-country studies, Chat GPT can quickly provide localized brand lists, which would otherwise require significant desktop research.
  • 📝 The tool can help identify top attributes or features for a specific product category, such as TV sets, by generating tailored lists based on sector-specific prompts.
  • 📋 Chat GPT can assist with the analysis of open-ended survey questions by categorizing responses into different themes or topics, aiding in the transformation of qualitative data into quantitative.
  • 📉 While not perfect, Chat GPT's automated coding of open-ended responses can be surprisingly effective for small to moderate-sized datasets, saving time compared to manual coding.
  • 💡 The tool can convert categorized open-ended data into a table format, facilitating further analysis in tools like Excel.
  • ⚖️ It's important to manage expectations when using Chat GPT for market research tasks; while it can be very helpful, it is not infallible and should be used as a tool to augment, not replace, human analysis.
  • 📝 The script emphasizes the importance of asking good questions in market research and how Chat GPT can aid in this process, but also highlights the need for human oversight to ensure the quality and relevance of the questions.
Q & A

  • What is the main topic of discussion in the video?

    -The video discusses the application of Chat GPT in the field of market research, specifically online quantitative research.

  • What are some concerns people have about AI technology like Chat GPT?

    -People have concerns about AI technology potentially removing the need for human creativity and raising ethical concerns about its application.

  • How can AI-driven tools like Chat GPT assist in market research?

    -AI-driven tools can augment human work by automating manual and time-intensive tasks, making the market research process more efficient.

  • What is the first step in conducting a quantitative market research project?

    -The first step is designing a questionnaire, which involves creating clear, coherent, and relevant questions.

  • How does Chat GPT help in designing a questionnaire?

    -Chat GPT can provide a foundation for questionnaire design, including demographic questions and brand tracking questions, but it requires further refinement by a researcher.

  • What is a brand tracking study?

    -A brand tracking study is a type of market research that asks a series of questions to establish a brand's position relative to competitors in the market.

  • How can Chat GPT assist in creating localized brand lists for multi-country studies?

    -Chat GPT can identify top brands in a specific country or category, allowing researchers to create localized brand lists for their surveys.

  • What is an open-ended question in a survey?

    -An open-ended question is one that allows respondents to provide freeform text responses, offering organic and natural feedback.

  • Why are open-ended questions both beneficial and challenging in market research?

    -Open-ended questions provide rich, unfiltered responses but analyzing the data can be time-consuming as it requires cleaning and converting into quantitative data through coding.

  • How can Chat GPT help with the analysis of open-ended responses?

    -Chat GPT can assist in categorizing open-ended responses into different themes or topics, aiding in the coding process for data analysis.

  • What is the final step shown in the video for analyzing categorized open-ended data?

    -The final step is converting the categorized data into an Excel table for further analysis, such as determining the frequency of codes under different categories.

  • What is the overall impression of the presenter regarding Chat GPT's capabilities in market research?

    -The presenter is impressed with Chat GPT's capabilities in assisting with questionnaire design, localized brand list creation, and automated coding of open-ended responses, though noting it's not perfect and requires human oversight.

Outlines
00:00
🚀 Introduction to Chat GPT in Market Research

This paragraph introduces the topic of the video, which is the application of Chat GPT in market research, specifically online quantitative research. It discusses the hype around Chat GPT, its potential to improve efficiency in work, and the concerns some have about its impact on creativity and ethical considerations. The video aims to show how AI tools like Chat GPT can augment human work in market research by automating manual and time-intensive tasks. The speaker, assuming the role of a market researcher, will demonstrate how to use Chat GPT to design a questionnaire, collect data, and analyze results through four different prompts.

05:02
🌍 Localizing Brand Lists for Multi-Country Studies

The second paragraph delves into the challenges of running a survey across multiple countries, emphasizing the need for localized brand lists to accurately track brand awareness and market share. It highlights how Chat GPT can assist in quickly identifying top brands in a specific country or category, such as food and beverage in the Philippines. The speaker demonstrates how to refine the search for brands by narrowing down to non-alcoholic drinks and even sugar-free fruit drinks, showcasing the efficiency of Chat GPT in reducing the time spent on desktop research.

10:02
📊 Tailoring Questionnaires with Specific Attributes

This paragraph focuses on the importance of asking the right questions in a survey and how Chat GPT can help create a list of attributes or features relevant to a specific sector, such as TV sets. It contrasts a generic list of attributes provided by Chat GPT with the need for sector-specific attributes that can influence purchasing decisions. The speaker illustrates how to prompt Chat GPT to generate a list of TV features, which can then be incorporated into a questionnaire to gather more targeted insights from respondents.

15:02
📈 Analyzing Open-Ended Questions with Chat GPT

The final paragraph discusses the process of analyzing open-ended questions in a survey, which can be time-consuming and challenging due to the unstructured nature of the responses. It introduces the concept of coding, which organizes responses into categories for statistical analysis. The speaker demonstrates how Chat GPT can assist in categorizing open-ended responses into themes and even convert these into a table format for further analysis in Excel. While acknowledging the limitations and the need for expectation management, the speaker is impressed with the tool's ability to automate parts of the coding process, offering a cost-effective and accessible solution for small to moderate datasets.

🙌 Conclusion and Thanks

The video concludes with a brief thank you note to the viewers, summarizing the utility of Chat GPT in enhancing the efficiency of market research processes.

Mindmap
Keywords
💡Chat GPT
Chat GPT, or Chatbot, is an AI-driven tool that has been the subject of much discussion due to its potential to enhance work efficiency and smarten up business processes. In the video, it is highlighted as a technology that can augment human work in market research by automating certain tasks, such as questionnaire design and data analysis, although it cannot fully replace human creativity or decision-making.
💡Market Research
Market research is the process of gathering, analyzing, and interpreting information about a market, its customers, and its competitors. It is central to the video's theme as the speaker discusses how Chat GPT can be applied to streamline various aspects of this field, particularly online quantitative research involving survey design and analysis.
💡Online Quantitative Research
This type of market research involves collecting numerical data through online surveys. The video focuses on how Chat GPT can assist in designing these surveys, making them more efficient. It involves creating questions, setting up response options, and sometimes randomizing these options to avoid bias.
💡Survey Monkey
Survey Monkey is an online survey tool mentioned in the video as an example of a platform where surveys can be programmed and responses collected. It represents the kind of technology that can be integrated with AI tools like Chat GPT to facilitate market research.
💡Brand Tracking Study
A brand tracking study, also known as a brand positioning study, is a specific type of market research that aims to understand a brand's standing relative to its competitors. The video uses this as a use case to demonstrate how Chat GPT can help in designing questions that measure brand awareness, purchase history, and future purchase considerations.
💡Demographic Questions
Demographic questions are used to gather information about the characteristics of respondents, such as age, gender, and location. In the context of the video, Chat GPT is shown to automatically include these questions in a survey design, which is crucial for segmenting and analyzing data.
💡Localized Brand Lists
For multinational market research, it's important to have brand lists that are relevant to each local market. The video demonstrates how Chat GPT can assist in generating these localized lists, which would otherwise require time-consuming research.
💡Product Attributes
Product attributes refer to the features or characteristics of a product that consumers consider when making a purchase decision. In the video, Chat GPT is used to generate a list of attributes that might influence a customer's decision when buying a TV, providing a tailored approach to questionnaire design.
💡Open-Ended Questions
Open-ended questions in a survey allow respondents to provide free-form text responses. The video discusses the challenges of analyzing these responses and how Chat GPT can assist in categorizing and coding these responses, which is typically a manual and time-consuming task.
💡Text Mining
Text mining is the process of extracting useful information from text data. In the video, it is shown how Chat GPT can be used for text mining in the context of open-ended survey responses, automating the process of categorizing responses into themes or topics.
💡Automated Coding
Automated coding is the use of technology to assign categories or codes to data, in this case, open-ended responses. The video demonstrates how Chat GPT can assist in this process, providing a more efficient alternative to manual coding, which can be labor-intensive and costly.
Highlights

Chat GPT can be applied to market research, specifically online quantitative research.

AI tools like Chat GPT cannot fully replace humans but can augment work in smart ways.

Chat GPT can assist in designing questionnaires, which is a crucial step in market research.

The tool can help in thinking about question text, types, and technical aspects like randomizing response lists.

Chat GPT provides a foundation for questionnaire design but does not answer all questions.

For brand tracking studies, Chat GPT can generate demographic questions and brand funnel questions.

The tool can create localized brand lists for multi-country studies, saving time on desktop research.

Chat GPT can identify top brands in a specific country or category, streamlining the survey design process.

The tool can generate a list of attributes or features relevant to a specific product category, like TVs.

Chat GPT can help in creating tailored questions for surveys by incorporating sector-specific attributes.

The tool can assist with data analysis, particularly with open-ended questions, through automated coding.

Chat GPT's automated coding of open-ended responses can be surprisingly effective for small to moderate data sizes.

The tool can categorize open-ended responses into different themes or topics, aiding in qualitative analysis.

Chat GPT can convert coded open-ended data into a table format, facilitating further analysis in tools like Excel.

While not perfect, Chat GPT provides a cost-effective and efficient alternative to expensive text analytics software.

The video demonstrates the practical application of Chat GPT in enhancing the efficiency of market research processes.

Managing expectations is key when using Chat GPT for market research, as it is a tool to aid, not replace, human analysis.

Chat GPT's capabilities in market research highlight the potential for AI to augment human tasks in various fields.

Transcripts

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AI in Market ResearchSurvey DesignData AnalysisChat GPTBrand TrackingConsumer InsightsQuantitative ResearchOnline ResearchAutomated CodingText AnalyticsEfficiency Tools