Figure 1. Popularity of ChatGPT searches on Google since November 30, 2022, when ChatGPT was first released.
To help researchers accelerate their work, this article explores innovative use cases of ChatGPT in survey research, illustrating how it transforms traditional approaches and opens up new possibilities for gaining valuable insights.
If you are looking for a survey analysis tool, you can check out our vendor benchmark.
> Top 5 use cases of utilizing ChatGPT in survey creation
1- Hypothesis generation
Companies can use ChatGPT to brainstorm hypotheses about the relationship between variables the marketer is interested, which can then be tested and validated through further data analysis. Here is a hypothesis generation example:
Figure 2. ChatGPT generating hypotheses for a cosmetic company
2- Survey design and question creation
Companies can use ChatGPT to develop ideas for original and interesting survey questions, as well as to brainstorm topics for their target audience. Here is an example of ChatGPT suggestions to ask customers in surveys:
Figure 3. Engaging survey questions provided by ChatGPT
If you are looking for a survey software, you can check our data-driven list of survey participant recruitment services and survey tools.
3- Personalized surveys
ChatGPT can assist in the creation of personalized surveys by creating dynamic, adaptive questions suited to each responder based on demographic information, preferences, or past responses. Personalization makes the survey feel more relevant and interesting, which can result in better response rates and more accurate, detailed feedback. Here is an example of personalized survey questions generated by ChatGPT:
Figure 4. ChatGPT generating personalized survey questions
70% of respondents prefer to respond to surveys powered by game components (i.e., gamification). By converting standard survey questions into interesting, interactive, and entertaining quizzes, puzzles, or challenges, ChatGPT can assist in gamifying surveys. It can come up with original questions, provide point systems or prizes for the right answers, and offer constructive feedback in an entertaining way.
Here is a gamified survey question generated by ChatGPT:
Figure 5. ChatGPT generating gamified survey questions
5- Pre-testing and optimizing survey questions
ChatGPT can help review and optimize survey questions before deployment, ensuring clarity, and reducing potential bias or ambiguity.
For instance, a company can provide its draft survey questions to ChatGPT and ask for recommendations on improving question phrasing, structure, or response options to create a more effective survey.
However, it is important to note that humans are better at grasping complex social, cultural, and emotional factors, which allows them to design more relevant and meaningful questions. They also possess the unique ability to think outside the box, crafting innovative and insightful questions that an AI, limited by its training data, may not be able to generate.
> Top 7 use cases of utilizing ChatGPT in survey analysis
6- Analyzing survey data and generating insights
Once the survey data is collected, ChatGPT can help analyze the responses, identify patterns, and generate actionable insights or recommendations.
We asked ChatGPT to generate fake customer survey data and to analyze it for key findings and improvement areas (See Figure 2).
Figure 6. Example of a ChatGPT survey analysis
7- Reporting and visualization
ChatGPT can help create human-readable summaries, narratives, or visualizations of the survey results that can be easily shared with stakeholders.
Suppose that a company wants to present the findings of its employee engagement survey to the management team. They can use ChatGPT to generate an executive summary that highlights key insights, trends, and suggestions for improving employee engagement.
8- Audience segmentation
Research shows that 20% of global spending on surveys is directed to customer experience surveys.1 ChatGPT can help companies identify different customer segments based on survey responses and demographic information, which can aid in creating targeted marketing campaigns or customizing product offerings.
Imagine that a company has collected data on customer preferences and demographics from a survey. They can use ChatGPT to generate distinct customer segments based on shared characteristics, preferences, and needs.
Here, we have asked ChatGPT to create personas based on generated survey data:
Figure 7. ChatGPT creating personas from a survey data
You can also check out our article on the best practices and real-life examples of B2B satisfaction surveys.
9- Identifying next steps
Not every insight will lead to a clear short term next step. For example, some insights will simply point to the impact of seasonality or other temporary market dynamics. Therefore, it is important to identify concrete next steps and reasonable timelines to operationalize survey results.
10- Assigning responsibilities
In large organizations, it will not be clear who will be in charge of each next step. A large language model customized with your organizations knowledge base can help assign responsibility for each next step.
11- Prioritizing next steps
Prioritization is key in implementing insights from surveys or else the organization may be overwhelmed with many actions to take. ChatGPT / generative AI tools can help prioritize initiatives.
12- Identifying areas for further research
ChatGPT can help companies identify gaps in their current research or areas that require additional investigation based on survey results and insights.
For instance, after analyzing survey data on customer churn, a company can consult ChatGPT to identify possible factors not covered in the survey that may contribute to churn and recommend new research avenues to explore.
For more on ChatGPT use cases, check out our comprehensive article.
For those interested, here is also our data-driven list of market research tools.
- Top 6 Market Research Software
- Top 6 Online Participant Recruitment Tools
- 4 SurveyMonkey Audience Alternatives
- Top 5 Pollfish Alternatives
- Top 4 Qualtrics Competitors
If you need help in creating surveys, don’t hesitate to contact us:
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