How AI (like ChatGPT) Is Making Market Research More Powerful?
By Indicators Consulting 20-09-2025 214
Artificial Intelligence has stirred up a storm in the world of market research. It has brought on many innovations and offers many data-backed insights that help companies understand their markets, customers, and competition better.
We have interviewed experts from Indicators Consulting, a reputed market research company in Dubai, to understand how tools like ChatGPT are facilitating traditional research processes and unlocking new possibilities in data interpretation.
Here are some of the most useful excerpts from our interview:
Q: What is ChatGPT, and how is it used in market research?
IC Expert: OpenAI developed ChatGPT as a generative AI tool. It can understand and interpret natural human language and respond in a conversational style. Market researchers often use it to:
- analyse consumer feedback,
- draw insights from large datasets,
- create effective surveys, and
- make customer interactions more meaningful.
It also helps automate repetitive tasks and speeds up the research process while delivering deeper insights.
Q: How will AI tools like ChatGPT transform market research?
IC Expert: AI offers easy solutions to several common challenges of the market research field. Tools like ChatGPT provide quick, scalable insights and help researchers identify trends, understand behaviours, and make data-driven decisions. They make processes more efficient and precise.
Q: How does AI help speed up market research?
IC Expert: Unlike human experts, AI tools can process millions of survey responses, customer reviews, and/or social media posts within minutes. They are also used to summarise large volumes of data quickly. In the market research field, we use them to identify recurring patterns and shifts in consumer sentiment, which not only significantly reduces the time spent on manual analysis but is also often more accurate.
Q: Does ChatGPT deliver accurate market insights?
IC Expert: Yes, most of the time, ChatGPT offers accurate and unbiased market insights. It does not have human bias and uses machine learning to detect patterns across multiple data sources. Thus, it delivers comprehensive insights and reliable trend forecasts that are grounded in data.
Yet, we still need human researchers. ChatGPT can identify “what” is happening in the data, but cannot explain “why” it is happening. Human experts who understand the nuance, cultural context, and industry-specific understanding of the data can interpret subtle signals better and offer more relevant insights that align with brand strategy.
Q: How does AI improve customer understanding in market research?
IC Expert: We use ChatGPT to build buyer personas and test content on them. We simulate conversations and predict consumer responses to different messaging, tones, formats, or products. We also use it to interpret consumer language and emotion.
Our human researchers focus on the cultural context, emotional subtext, and social dynamics of customer responses to add depth to the branding strategies we suggest to our clients.
Q: Can ChatGPT create and analyse surveys effectively?
IC Expert: Oh, yes! We use AI tools like ChatGPT all the time to design precise survey questions aligned with our research objective, and analyse open-ended answers to some of these questions to uncover sentiment and key themes. It is incredibly useful to us in delivering smart results and real-time feedback that goes beyond numbers.
Q: Is ChatGPT a cost-effective tool for market research?
IC Expert: Yes, we can say that. For small research teams, AI tools can be a boon, as they can help them achieve large-scale results without a hefty price tag. They help them reduce their dependence on manual data analysis and enable them to build lean, scalable research processes across regions, customer types, and industries, without compromising on quality.
