Gain consumer insight with generative AI / Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura.

Format:

Book

Author/Creator:

Arora, Neeraj, author.

Chakraborty, Ishita, author.

Nishimura, Yohei, author.

Series:

MITSloan management review ; reprint 67406.

MITSloan management review ; reprint 67406

Language:

English

Subjects (All):

Consumer behavior--Technological innovations.

Consumer behavior.

Artificial intelligence--Economic aspects.

Artificial intelligence.

Consumers--Technological innovations.

Consumers.

Physical Description:

1 online resource (10 pages)

Edition:

[First edition].

Place of Publication:

[Place of publication not identified] : MIT Sloan Management Review, [2026]

Summary:

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.

Notes:

"April 8, 2026."

OCLC-licensed vendor bibliographic record.

OCLC:

1593098579

Publisher Number:

53863MIT67406