How can generative AI assist you in your daily work?

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

Since their emergence, the application potential of generative AI models like ChatGPT or Gemini in the world of marketing studies continues to gain traction. Study production can indeed be significantly accelerated by these new open-access technologies, allowing professionals to concentrate on higher-value-added tasks.

Following our explorations, here are some ways these models can integrate into research managers' processes and enhance 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 group. You can then calculate the incidence rate based on the total number of inhabitants in the studied geographical area, which Gemini can also provide.

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

✏️ Writing your questionnaire

Drafting a structured questionnaire is a challenging step, but generative AI can be of valuable assistance. By clearly defining the study objectives, insights managers can seek its help for:

• generate a relevant question plan tailored to their research, structured into a complete questionnaire. Refine your prompt to enable the AI to precisely address the need: questionnaire length, number of questions, topics to cover, number of open-ended/closed-ended questions, etc.
• generate comprehensive response options for closed-ended questions, tailored to the target population. This will notably help reduce the biases discussed in this article!
• translate it into a hundred languages; today, the results are as qualitative (if not more so) than with DeepL or GoogleTranslate.

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

📐 Formatting it appropriately

It is often said that form should serve content. This also holds true for marketing survey questionnaires. The formatting of a questionnaire is crucial to ensure response consistency. Generative AI can assist in efficiently organizing questions, starting from an unfinalized version of the questionnaire, while ensuring the clarity and logical flow for optimal structuring. This allows for adapting the tone to a specific target audience if necessary: more or less familiar, more or less formal, informal/formal address (tu/vous), use of emojis or not...

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

🔎 Analyzing survey results

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

To facilitate the analysis of quantitative data:

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

But especially to save time on verbatim analysis:

• Clean a set of verbatims by detecting those of poor quality to eliminate less engaged respondents.
• Code verbatims by identifying themes and classifying each one. This also allows for reading open-ended question responses in chart format (by theme or occurrence, for example).
• Synthesize by accessing a one-click summary of open-ended question responses (already available with the Summarize feature on the Episto platform).
• Query the database by simply asking a question (Explore feature on the Episto platform).

This assistance accelerates 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 range of benefits, from planning to results analysis. By leveraging these capabilities, insights professionals can optimize their operational efficiency and utilize Human Intelligence (HI) for different types of tasks, thereby strengthening their strategic contribution within their organization.

Find all our prompts to assist you in your daily tasks 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