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Writer's pictureJay Ahn

Bangkok ESOMAR 2024: The Role of AI in Marketing Research

In early November, ESOMAR 2024 held in Bangkok, Thailand, was a meaningful event exploring the latest market research trends and technological innovations. This year, the primary focus was on practical examples of how AI technology can be integrated into and utilized in market research projects.












AI Moderator: Combining Cost Efficiency and Innovation

One of the most fascinating cases presented was the use of AI Moderator in research. The presenting team demonstrated the use of an AI-based interviewer to conduct real-time interviews, analyzing respondents' linguistic and emotional signals through sophisticated algorithms.

They particularly emphasized the significant cost savings achieved through AI Moderator:

  • Reduced Operating Costs: By minimizing the human resources required for conducting interviews, labor costs were greatly reduced.

  • Maximized Time Efficiency: AI, which can operate 24/7, enabled simultaneous interviews across different time zones.

  • Enhanced Data Quality: AI conducted all interviews using the same criteria, ensuring consistency and reliability of the results.

This case left a strong impression on the audience, showing that AI has the potential to fundamentally reshape the research process beyond merely being a data collection tool.












Takes AI to Understand AI: Collaboration Between Humans and AI

  • Role of Humans: Providing cultural, emotional, and situational understanding, while handling strategic goal setting and creative problem-solving.

  • Role of AI: Rapidly processing large amounts of data, identifying patterns, and supporting decision-making through predictive modeling.

  • Effect of Collaboration: While AI handles repetitive, data-intensive tasks, researchers focus on interpreting complex problems and making ethical judgments, thereby deepening the impact and insightfulness of the research process.



Custom GPT: Practical Application Case Study

I had the opportunity to present on how to build and apply a Custom GPT model in practice during the event.

The main points of the presentation were as follows:

  • Custom GPT Setup Process: How to train the model using data specific to market research and considerations in data processing and model customization.

  • Practical Use Cases of Custom GPT: Analyzing consumer behavior and predicting trends, testing advertising messages and analyzing responses, and automating reports based on natural language processing.

  • Collaboration Between Researchers and AI: Highlighted that using Custom GPT allows researchers to focus more on data analysis, dedicating more time to creative and strategic research design.

After the presentation, I received many questions from participants about tips for applying Custom GPT in practice and the actual processes involved, which led to fruitful discussions and new ideas.























Key Takeaways from the Event

ESOMAR 2024 reaffirmed that AI technology is transforming the paradigm of market research and consumer studies. Particularly impressive was the realization that AI is not just a tool for quantitative data analysis but is also a means to derive qualitative insights and support creative decision-making.


Challenges and Opportunities for the Future

This event provided numerous ideas for further integrating AI into market research. In particular, I felt the possibilities for predicting consumer behavior and analyzing emotions using AI are endless. Moving forward, I aim to continue researching and developing these technologies to contribute to better market research and consumer insights.


This video is for the illunination stage.




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