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How the human–AI hybrid approach can lead to efficiency and effectiveness gains in marketing research

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Summary
Nutrition label

90% Informative

A new study finds that large language models offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research.

Researchers from University of Wisconsin-Madison have published a study that examines how a combination of Generative AI and human input leads to superior marketing research.

Experts predict GenAI will revolutionize marketing research by automating and enhancing data collection, analysis, and insights generation.

More information: Neeraj Arora et al, AIHuman Hybrids for Marketing Research: Leveraging Large Language Models (LLMs) as Collaborators, Journal of Marketing ( 2024 ). DOI: 10.1177/00222429241276529 Journal information: Journal of Marketing Provided by American Marketing Association .

VR Score

94

Informative language

97

Neutral language

29

Article tone

formal

Language

English

Language complexity

71

Offensive language

not offensive

Hate speech

not hateful

Attention-grabbing headline

not detected

Known propaganda techniques

not detected

Time-value

long-living

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