How can generative AI assist you in your daily life?

💡 Artificial intelligence and generative artificial intelligence, why this distinction? According to BPI France, generative artificial intelligence is a category of AI that focuses on creating data and content independently. It differs from classical AI, which focuses on specific tasks such as classification, prediction, or problem-solving. Generative AI aims to produce new data that resembles that created by humans, whether in the form of text, images, or even music, for example.

Since their emergence, the potential applications of generative AI models like ChatGPT or Gemini in the marketing research world continue to gain traction. The production of studies can indeed be significantly accelerated by these new freely available technologies, allowing professionals to focus on higher value-added tasks.

Following our explorations, here are some ideas on how these models can be integrated into the processes of research managers and boost productivity:

🎯 Calculate incidence rates

Determining the incidence rate of your target population is a key step in study planning. Thanks to Gemini, which can provide real-time information unlike ChatGPT, it is easier to determine these incidence rates by asking a few questions about the parameters of this target. It is then up to you to calculate the incidence rate based on the total number of inhabitants in the studied geographical area that Gemini can also indicate to you.

This research offers professionals insights and an informed perspective when defining the methodology to be employed or the selection criteria for their sample.

✏️ Writing your questionnaire

Writing a structured questionnaire is a delicate step, but generative AI can be a valuable help.

By clearly defining the study objectives, insights managers can solicit its assistance to:

• generate a relevant set of questions tailored to their research structured into a complete questionnaire. Specify your prompt to allow the AI to respond precisely to the need: length of the questionnaire, number of questions, themes to cover, number of open/closed questions, etc...
• generate answer choices for closed questions adapted to the target population and exhaustive. This will help notably reduce biases discussed in this article!
• translate it into a hundred languages; today the results are as qualitative (if not more) as with DeepL or GoogleTranslate.

This collaboration facilitates the design process of the questionnaire, while optimizing the quality of the collected data.

📐 Formatting it correctly

It is often said that form should serve function. And this is also true for marketing study questionnaires. The formatting of a questionnaire is crucial to ensure the consistency of responses. Generative AI can help effectively organize questions from a rough version of the questionnaire, while ensuring clarity and logic in the flow to achieve optimal structuring. It allows for adapting the tone to a specific target if necessary: more or less familiar, more or less formal, informal / formal address, with or without emojis...

In this case, our conversational technology requires a specific format punctuated with emojis and a familiar tone to ensure respondent engagement: this is something ChatGPT can also assist with (we’ll provide our prompt tips at the end of the article)!

🔎 Analyzing the results of your studies

Once the data is collected, the analysis phase can also be greatly assisted by ChatGPT.

To facilitate the analysis of quantitative data:

• By providing it with a dataset, it can write a synthetic analysis of this quantitative data. At Episto, we are already envisioning facilitating the analysis of closed questions with comments integrated into our platform generated exclusively by AI.Stay in touch for this new feature 😉

But especially to save time on the analysis of verbatims:

• Cleaning a set of verbatims by detecting those of poor quality to eliminate the least engaged respondents
• Coding the verbatims by identifying themes and classifying each of them. This also allows reading responses to open questions in chart form (by theme or occurrence for example)
• Synthesizing by accessing a summary of responses to an open question with one click (already available with the Summarize feature on the Episto platform)
• Querying the database by simply asking a question (Explore feature on the Episto platform)

This assistance speeds up the analysis process, allowing professionals to focus more on interpreting results and formulating strategic recommendations.

In conclusion, the integration of generative AI into the daily work of research managers offers a series of advantages, ranging from planning to result analysis. By leveraging these capabilities, insights professionals can optimize their operational efficiency and make the most of HUM (human intelligence) for different types of missions, thereby enhancing their strategic contribution within their organization.

Find all our prompts to help you in your daily life in our guide !

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* Photo taken by Welcome to the Jungle from Marie (Customer Success Team Lead) and Quentin (Fullstack Developer) at Episto