Nerd Alert: The Validity of LLMs for Market Research

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob dive into the new world of Large Language Models (LLMs), revealing how AI models are shaking up market research with impressive accuracy. They also stress the need to blend this cutting-edge tech with traditional methods for better insights and data.

Topics covered:   

• [01:00] “Determining the Validity of Large Language Models for Automated Perceptual Analysis”
• [01:20] Using LLMs in market research
• [02:20] Battling skepticism with proof
• [04:25] LLMs can visualize brand similarities
• [06:15] Why there is pushback for adopting LLMs
• [07:50] Combining LLMs with human insight 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Li, Peiyao and Castelo, Noah and Katona, Zsolt and Sarvary, Miklos, Determining the Validity of Large Language Models for Automated Perceptual Analysis (December 6, 2023). Available at SSRN: https://ssrn.com/abstract=4241291 or http://dx.doi.org/10.2139/ssrn.4241291 
 
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