Ever since their introduction into market research in the early 1970s, computers have promised to revolutionise the discipline. Admittedly, information technology has had a profound impact on the way ...

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Agency and client relationships have rarely, if ever, been under as much pressure as they are today. Worse, indicators now point to this pressure growing in 2025 and beyond rather than easing. This ...

This new study finds that LLMs offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research. The researchers show that LLMs ...