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Gain Consumer Insight With Generative AI

Neeraj Arora et al.

MIT Sloan Management Review2026https://doi.org/10.63383/rwzg1710article
FT50AJG 3ABDC A
Weight
0.50

What the paper says

Marketing research traditionally costs tens of thousands of dollars and takes months. Large language models are changing this by compressing timelines from months to days. LLMs enable synthetic consumer “digital twins” for rapid concept testing, AI-moderated interviews for qualitative research at scale, and powerful analysis of unstructured data. These tools allow smaller research teams to conduct larger studies while maintaining quality, thus enabling more frequent testing and experimentation.

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https://doi.org/https://doi.org/10.63383/rwzg1710

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@article{neeraj2026,
  title        = {{Gain Consumer Insight With Generative AI}},
  author       = {Neeraj Arora et al.},
  journal      = {MIT Sloan Management Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.63383/rwzg1710},
}

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Gain Consumer Insight With Generative AI

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.