Chapter 30: ChatGPT and the Market Right Now
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Chapter 30: ChatGPT and the Market Right Now
Introduction: Market Implications
The continuous development of Conversational AI as a primary technique is one of ChatGPT’s major implications for market research. In the area of market research, conversational AI has been discussed for some time as an emergent technology, but up until recently, the AI capabilities weren’t truly robust enough. As a result, ChatGPT more than anything else serves as an example of the caliber of conversations that AI is capable of having, and it shows that the technology that will shape the future of market research is currently available.
There is still a great deal to be done. The personas that ChatGPT could adopt, for instance, might be helpful in some circumstances, but just like a human, you can have someone who knows how to ask questions during a conversation, but market researchers, especially qualitative moderators, go through years of specialized training and experience in order to be able to ask the right questions in the right context. So, additional innovation is required to get to the point where we can truly employ technology like ChatGPT to ensure that it is asking questions that are suitable, that aren’t leading, and that are context relevant.
