David Boyle is director at Audience Strategies. He can be reached at david@audiencestrategies.com. Richard Bowman is director at This Is Insight. He can be reached at richard@thisisinsight.co.uk.

ChatGPT is a free tool that combines the power of natural language processing with machine learning to generate hypotheses, insights and great writing at scale. Imagine having a super-smart robot researcher at your disposal, ready to analyze data, find patterns and come up with hypotheses and suggestions in a fraction of the time it would take a human. This is the future. And it's here now.

Our experience, as long-time market researchers who have immersed ourselves in the artificial intelligence (AI) tool, is that ChatGPT is a game-changer. 

As we went over the steps we typically take to help brands understand and set strategies based on their audiences and worked out how ChatGPT could help at every stage of the process, our minds were blown by its power. 

Some examples where we have successfully used ChatGPT in market research in the recent days include:

In this article, we will explore how ChatGPT is changing the field of market research. We will discuss its capabilities and how it could impact the market research skill set. Additionally, we will cover the challenges and pitfalls to watch out for when using ChatGPT and how to balance AI with human expertise and creativity. By the end of this article, you will have a clear understanding of how ChatGPT can benefit your work as a market researcher and how it has the potential to revolutionize the field.

One of the most significant benefits of using ChatGPT in market research is its ability to streamline existing processes, saving market researchers a massive amount of time and effort. Say goodbye to slow and brain-draining hypothesis-generation; to laborious desk research to understand a new industry; to thinking through what a brand should...