Mayur Bhatt

We've been using ChatGPT for a while now. We use it to help with desk research. It helps us find sources and existing studies on topics that matter to us. We also use it to shape our study designs and build the structure for our questionnaires. ChatGPT helps us write and fix syntax commands too. We use these commands for descriptive data analysis. But we don’t only rely on ChatGPT. Alongside it, we also use Copilot and Claude from Anthropic. Each tool supports different parts of our work. We wanted to find out if generative AI tools could also help us create and test advertising materials. Our main goal was to make advertising that fits specific target groups. We also wanted to spot chances for improvement early in the process. This would allow us to discuss these improvements with the agency and the campaign management team before the ads go live. That is why, over the past few months, we have been testing how useful large language models can be in advertising effectiveness. We tr...

Artificial Intelligence is transforming how entire industries work. Market researchers now face big changes. They must act with courage. They need to test new ideas and tools. This is the time to explore AI without fear. Only by trying new things can they stay useful and ahead in their field. AI is no longer just a future topic – it is already changing market and media research. AI can analyze data faster, in more detail, and at a much larger scale. This challenges traditional research methods and creates big new opportunities. Analysis says: Anyone who doesn’t act now risks falling behind. Artificial Intelligence (AI) is changing market and media research in a big way. It affects how we work, how fast we work, how much we can do, and how deep we can go with analysis. I didn’t write that sentence. No colleague or expert I know wrote it either. ChatGPT wrote it. The AI gave me that clear and sharp answer in less than five seconds. It explained the key points directly. It showed why mark...