What question did this study set out to answer?

This research focuses on how generative AI can transform marketing research efficiency and consumer insights.

April 10, 2026

Gain Consumer Insight With Generative AI

Key Points

This research focuses on how generative AI can transform marketing research efficiency and consumer insights.
Utilized large language models (LLMs) for data analysis
Created synthetic consumer digital twins for rapid testing
Conducted AI-moderated qualitative interviews at scale
Analyzed unstructured data to draw insights
Reduced research timelines from months to days
Enabled larger studies with smaller research teams
Maintained research quality while increasing testing frequency
Facilitated experimentation in marketing strategies

Abstract

Marketing research traditionally costs tens of thousands of dollars and takes months. Large language models are changing this by compressing timelines from months to days. LLMs enable synthetic consumer “digital twins” for rapid concept testing, AI-moderated interviews for qualitative research at scale, and powerful analysis of unstructured data. These tools allow smaller research teams to conduct larger studies while maintaining quality, thus enabling more frequent testing and experimentation.

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Cite this study

Arora et al. (Wed,) studied this question.

www.synapsesocial.com/papers/69d8968f6c1944d70ce08097 — DOI: https://doi.org/10.63383/rwzg1710

Authors

Neeraj Arora

Ishita Chakraborty

Yohei Nishimura

Journals

MIT Sloan management review

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Building similarity graph...

Analyzing shared references across papers

Gain Consumer Insight With Generative AI

Key Points

Abstract

Citation Network

Connected Papers

Discussion

Cite this study

Authors

Journals

Actions

References and Citations

Citation Network

Connected Papers

Discussion