How can generative AI help you in your day-to-day work?

💡 Artificial intelligence and generative artificial intelligence, why the 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 human beings, whether in the form of text, images or music, for example.

Since their emergence, the potential application of generative AI models such as ChatGPT or Gemini to the world of marketing research has continued to grow. Research production can be considerably accelerated by these new, open-access technologies, enabling professionals to concentrate on higher value-added tasks.

Following on from our explorations, here are a few ideas on how these models can be integrated into design engineers' processes and help them to be more productive:

🎯 Calculate incidence rates

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

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

✏️ Writing a questionnaire

Drafting a structured questionnaire is a delicate stage, but generative AI can be of invaluable help. By clearly defining the objectives of the study, insights managers can enlist its help to :

• generate a question plan relevant to their research, structured as a complete questionnaire. Specify your prompt to enable the AI to respond precisely to your needs: questionnaire length, number of questions, topics to be covered, number of open/closed questions, etc...
• generate exhaustive suggestions for answers to closed-ended questions adapted to the target population. In particular, this will reduce the biases mentioned in this article!
• translate it into a hundred languages, today the results are as good as (or better than) DeepL or GoogleTranslate.

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

📐 Put it in the right format

It's often said that form must serve content. This is also true of marketing research questionnaires. The formatting of a questionnaire is crucial to ensuring the consistency of responses. Generative AI can help to organize questions efficiently, from an unfinished version of the questionnaire, while ensuring clarity and logic in the flow to achieve optimal structuring. This allows the tone to be adapted to a particular target, if necessary: more or less familiar, more or less formal, formal or informal, emojis or not...

In this case, our conversational technology requires special formatting, punctuated by emojis and a familiar tone, to ensure respondent engagement: something ChatGPT can help you with too (we'll give you our prompts tips at the end of the article)!

🔎 Analyze the results of your studies

Once the data has been collected, the analysis phase can also be greatly aided by ChatGPT.

To facilitate analysis of quantitative data :

• By providing it with a set of data, it can write you a synthetic analysis of this quanti data. At Episto, we're already planning to facilitate the analysis of closed-ended questions with comments integrated into our platform and generated exclusively by AI. Let's keep in touch about this new feature 😉

But above all, to save time analyzing verbatims:

• Clean up a set of verbatims by detecting those of poor quality and eliminating the least committed respondents
• Codify verbatims by identifying themes and classifying each one. This also makes it possible to read responses to open-ended questions in chart form (by theme or occurrence, for example).
• Summarize answers to open-ended questions with a single click (already available with Summarize on the Episto platform).
• Query the database by simply asking a question (Explore function on the Episto platform)

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

In conclusion, integrating generative AI into the day-to-day work of research managers offers a range of benefits, from planning to results analysis. By harnessing these capabilities, insights professionals can optimize their operational efficiency and leverage HI (human intelligence) for missions of a different nature, reinforcing 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 of Marie (Customer Success Team Lead) and Quentin (Fullstack Developer) from Episto