Webinars
How Generative AI is Transforming the Consumer Insights Industry
Generative AI (GenAI) is fundamentally restructuring the processes by which marketing teams uncover consumer insights. Based on published and ongoing academic research, this webinar will highlight three distinct ways GenAI is disrupting the market research industry. First, we will detail how GenAI improves the consumer insight generation process, leading to significant cost reductions and timeline efficiencies. Second, we will discuss “digital twins”—synthetic, AI-generated consumer personas that enable a novel, simulation-based approach to knowledge discovery and pre-market experimentation. Finally, we will demonstrate how GenAI to simplifying the large-scale collection and analysis of unstructured data (e.g., text, audio, and video), making qualitative research an increasingly attractive methodological choice for insight generation.
speaker
Neeraj Arora is Arthur C. Nielsen, Jr. Chair in Marketing Research and Education at the University of Wisconsin-Madison, where he also serves as the academic director of the Marketing Leadership Institute. He currently serves as an associate editor for the Journal of Marketing Research and a policy board member for the Journal of Consumer Research. He has an undergraduate degree in engineering from Delhi University, and an MBA and Ph.D. from The Ohio State University. Professor Arora’s current research interests in marketing are tech-centered and include large language models, digital marketing effectiveness, and artificial intelligence. His past research focused on statistical models of consumer choice. Typical contexts for this research include brand choices made by individuals and groups. His research has appeared in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of Retailing, International Journal of Research in Marketing, Customer Needs and Solutions, and Marketing Letters. Professor Arora teaches undergraduate, MBA, MSBA, and PhD students. His teaching interests include marketing analytics and marketing research. He has served as a business consultant in a variety of areas that include marketing analytics, research methodologies and legal matters.