Best Practice Report

When To Use Generative AI In Consumer Research

GenAI Upskills Insights Professionals From Interpreters To Strategists

March 11th, 2024
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
With contributors:
Mike Proulx , Zeid Khater , Aaron Katz , Senem Guler Biyikli, PhD , Bruna Venicio , Peter Harrison

Summary

Generative AI (genAI) empowers, not replaces, consumer insights professionals. While it’s crucial to have clarity on how genAI influences collecting, generating, and analyzing insights, the key lies in applying it strategically. Remember that even with a clear plan, genAI output requires human oversight to mitigate potential biases, and it lacks explainability, among other challenges. This report helps consumer insights professionals and other B2C marketing executives understand the role that genAI plays in consumer research and how to use it as a tool, not a replacement, to surface credible insights.

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