This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we're exploring how AI, specifically large language models (LLMs) and synthetic audiences, are transforming market research. We'll discuss the implications, skepticism, and practical applications for marketers.
—Elena
Agreement rates between human and LLM-generated datasets exceed 75%.
A recent study demonstrated the ability of LLMs to produce human-like responses in social science research, which would significantly speed up the market research process and lower costs.
AI is Reshaping Market Research
Artificial intelligence is revolutionizing market research, offering unprecedented speed, scale, and insights. Here's what marketers need to know:
- Simulation Capabilities: LLMs can accurately simulate human responses in research, potentially replacing traditional surveys and experiments.
- Efficiency: Synthetic audiences enable faster, more cost-effective research without sacrificing depth or accuracy.
- Scalability: Marketers can now test a variety of scenarios and gain deeper audience insights at scale.
- Democratization: AI-powered research tools democratize access to consumer insights, leveling the playing field for brands.
- Privacy Compliance: Synthetic audiences eliminate privacy concerns associated with using real consumer data in research.
Despite these advancements, some skepticism remains. Concerns about accuracy, authenticity, and potential biases in AI-generated data persist despite the research. However, as the technology improves, its benefits are becoming increasingly clear.
At Marketing Architects, we've seen this firsthand. Our new tool, ScriptSooth, uses synthetic audiences to predict TV commercial effectiveness faster and more accurately than traditional methods. It's a prime example of how embracing new technology can enhance marketing processes and outcomes.
“AI is Revolutionizing the Market Research Industry. Here’s How—and Why”
This article details how AI allows market researchers to understand the “why” behind customer motivations. It’s a must-read for those looking to use AI to transform their market research processes.
The Humanity of Artificial Intelligence
“I often tell my students not to be misled by the name 'artificial intelligence' - there is nothing artificial about it. AI is made by humans, intended to behave by humans, and, ultimately, to impact humans' lives and human society.”
—Fei-Fei Li, AI Researcher and Professor at Stanford University
