AI at Purdie Pascoe
Artificial Intelligence (AI), particularly Generative AI, marks a substantial breakthrough in market research. In the ever-evolving landscape of applications and tools, staying current is half the battle. At Purdie Pascoe, we prioritize staying updated and adapting to market shifts while also being prudent in deploying AI, upholding data and privacy compliance.
In the expansive realm of market research tools, AI becomes our secret weapon at Purdie Pascoe. Whether it's the innovative software or smart utilization of ChatGPT, it acts as an efficient assistant, swiftly handling tedious tasks and providing alerts when needed.
Current use of AI at Purdie Pascoe unfolds in three key areas:
Firstly, Generative AI aids in scripting and programming questionnaires. In the past, grappling with programming, one had to rely on search engines and trial and error to find a way to programme a new type of question. Now, with tools like ChatGPT, scripting becomes as easy as a voice command, streamlining tasks from survey structure to ad-hoc scripting for researchers' needs.
Secondly, Generative AI is instrumental in brainstorming and external input. It functions as an ever-available team member, offering insights and proofreading. For instance, in creating a discussion guide on colorectal cancer patients, ChatGPT can simulate a patient's perspective, enriching the guide with nuanced questions that might have been overlooked.
Moreover, AI is employed to handle open-ended survey answers, a critical aspect that demands diligent coding. Purdie Pascoe utilizes software to auto-tag datasets, enhancing consistency. This AI-assisted process seeks confirmation or edits from the user, learning and applying choices to similar responses. This not only saves time but also ensures better output consistency.
The impact of AI on market research is transformative. From scripting and questionnaire programming to brainstorming and managing open-ended responses, AI proves to be a versatile ally. While acknowledging its ability to expedite processes and enhance output quality, Purdie Pascoe remains committed to data and privacy compliance. This commitment underscores a cautious approach to adopting these technological advancements, emphasizing the responsible use of AI in our workflow. The integration of AI is indeed changing the game, and at Purdie Pascoe, we believe the best is yet to come.