ChatGPT for Market Research: Transforming Consumer Insights

ChatGPT It is a potent tool, marketing and research teams can use, to better comprehend their target audience.

Tanvi Moitra
June 5, 2023
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The market research landscape is continuously evolving. Brands now have access to a greater volume of consumer data and feedback. However, this volume of unstructured data makes it difficult to derive actionable consumer insights. 

Unstructured data might be difficult to analyze, but it provides insights into consumer behaviour, preferences, and emotions that structured data cannot decode

Using ChatGPT in market research can solve these underlying issues. It is a potent tool marketing and research teams can use to interact with and better comprehend their target audience. 

In this post, we will learn all about ChatGPT and how you can use it to revolutionize your market research process. So, let’s dive in!


What is ChatGPT?

ChatGPT is an AI-driven language model developed by an American AI research company, Open AI. “Chat” refers to the conversational nature of ChatGPT, and “GPT” stands for Generative Pre-Trained transformer, a type of large language model

ChatGPT is trained on a sizeable amount of data from the internet and provides human-like responses to queries.

Did you know ChatGPT has 175 billion parameters and receives 10 million queries per day? 

How does ChatGPT work?

ChatGPT uses a two-step technique - pre-training and fine-tuning. 

1. Pre-Training Phase of ChatGPT

In this phase, the model is exposed to large volumes of data available on the internet. This is where ChatGPT learns about language patterns and grammar. It also gains a contextual understanding of language in the pre-training phase. 

2. Fine-Tuning Phase of ChatGPT

During the fine-tuning stage, the model is trained on specific tasks using OpenAI-created custom datasets. The replies and behaviour of ChatGPT are refined in this phase to better suit the intended use, such as market research.


Advantages of using ChatGPT for Market Research

# Scalability

ChatGPT can handle huge volumes of conversations simultaneously, enabling brands to communicate with a broad spectrum of consumers or respondents in real-time.

# Cost-effective 

Traditional market research approaches can be expensive and time-consuming. ChatGPT offers a more cost-effective alternative, reducing manual effort and turn-around time.

# Real-time Interaction

With ChatGPT, brands can engage in real-time dialogues with consumers, obtaining quick feedback and insights. This facilitates rapid decision-making and speedier reaction to market developments.

Read More : How to Leverage AI in Market Research


Disadvantages of using ChatGPT for Market Research

# Lacks Emotional Intelligence

ChatGPT generates human-like responses but it lacks emotional intelligence. It can struggle to recognise emotions or tone, limiting the ability to understand consumer grievances. 

But, Emotion AI-based technology counterbalances this drawback. 

Learn how - Emotion AI to Eliminate Response Bias and Capture True Consumer Feedback

# ChatGPT can Provide Incorrect Information

ChatGPT's responses are based on the data it was trained on, which might sometimes include biased or erroneous information. Care must be taken to ensure the quality and diversity of training data to mitigate bias-related difficulties.


How to use ChatGPT for Market Research 

# Setting Goals and Objectives

Clearly state the study aims and questions you want to explore with ChatGPT. This will assist you to lead the discussions and extract useful consumer insights.

# Creation of Datasets

Create a bespoke dataset that corresponds with your market research objectives. This dataset should include a variety of client questions, potential responses, and contextual information pertinent to your research.

# Training and Fine-tuning

Utilize OpenAI's fine-tuning procedure to train ChatGPT on your custom dataset. This stage is critical in aligning the model's responses with your unique study goals.

# Conversation Generation

Engage with ChatGPT by initiating discussions that resemble real-life conversations with consumers or participants. Ask open-ended questions and encourage respondents to make lengthy responses.

# Data Analysis 

Analyze the discussions generated by ChatGPT to uncover patterns, trends, and critical insights. This may include sentiment analysis, topic segmentation, and identification of important topics.

# Integration with Existing Research Methods 

Integrate the insights gathered by ChatGPT with other market research approaches you may be utilizing, such as surveys or focus groups. This holistic approach will provide a thorough understanding of consumer behavior and preferences.


Examples of How Brands have adopted ChatGPT for Market Research


The Coca-Cola Company will use OpenAI’s generative AI technology for marketing and customer experiences, among other things, making it one of the first large consumer products businesses to formally declare utilization of the much-touted technology.


Expedia announced the beta launch of a new in-app travel planning experience powered by ChatGPT. Expedia already uses artificial intelligence (AI) and machine learning (ML) in its platform to create a unified experience from planning to post-booking. AI and machine learning are applied to deliver customized and relevant trip options to travelers based on criteria such as hotel location, room type, date ranges, price points, and much more.

Where to Implement ChatGPT in Your Market Research Process

1. Customer Support and Feedback

To offer immediate assistance and collect feedback, many brands have integrated ChatGPT into their customer support systems. The strategy enables brands to improve customer service by handling a variety of consumer inquiries and providing prompt responses.

2. Product Development

Companies use ChatGPT to learn about customer preferences, problems, and feature requests. Product teams can fine-tune their product development strategies and match their offers with market demands by conversing with prospective customers.

3. Analysis of Market Trends

ChatGPT can be used to examine conversations taking place in online forums, communities, and social media sites. Brands may learn about new trends, sentiment analysis, and consumer opinions in real-time by keeping an eye on conversations that are relevant to their brand or product.

4. Optimization of Ad Campaigns

ChatGPT can help brands optimize their Ad campaigns. Brands can evaluate the success of their messaging, pinpoint problem areas, and adjust their marketing strategy as necessary by conversing with prospective customers.

Read More: Scale Your Behavioral Research with AI Technologies


As a potent instrument for market research, ChatGPT now offers companies a scalable, economical, and in-the-moment way to acquire customer feedback. It is a useful tool for brands looking to better understand their target audience because of its capacity to produce human-like responses and engage in interactive conversations. 

Despite the fact that ChatGPT has many benefits, it is crucial to be aware of its drawbacks, such as its lack of emotional intelligence and susceptibility to biased inputs. 

In today's cutthroat marketplace, brands can gather actionable insights, improve consumer experiences, and stay ahead of market trends by strategically incorporating ChatGPT into market research process.


Supercharge your research with actionable insights faster on Decode's integrated consumer research platform with Insights AI.
Want to conduct lean and unbiased research? Try out Entropik's tech behavioral research platform today!
Want to conduct lean and unbiased research? Try out Entropik's tech behavioral research platform today!
Want to conduct lean and unbiased research? Try out Entropik's tech behavioral research platform today!
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Author Bio

Tanvi Moitra
Tanvi can usually be found anxiously treading the office floor to get her content reviewed, here at Entropik. When not absorbed by researching and writing, she loves to read, go for a swim, play badminton, paint, and otherwise spend too much time bingeing on the Office and cuddling her German Shepherd, Whiskey. An absolute foodie, she would love to cook and bake for you and even give you the best dessert suggestions in the office.

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