This study explores the potential of large language models (LLMs) to revolutionize marketing research. By partnering with a Fortune 500 food company, the authors replicated qualitative and quantitative studies using GPT-4. The findings indicate that LLMs can effectively generate synthetic respondents, moderate in-depth interviews and perform data analysis tasks, matching or even surpassing human performance in certain aspects.
The study highlights the benefits of a Human-LLM hybrid approach, where LLMs assist in various stages of the research process, from study design to data analysis. This approach not only enhances efficiency but also uncovers new insights that might be overlooked by human researchers alone.
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In the rapidly evolving digital content landscape, media firms and news publishers require automated and efficient methods to enhance user engagement. This study introduces the LLM-Assisted Online Learning Algorithm (LOLA), a novel framework that integrates Large Language Models (LLMs) with adaptive experimentation to optimize content delivery. Leveraging a large-scale dataset from Upworthy, which includes 17,681 headline A/B tests, the study investigates three pure-LLM approaches and finds that prompt-based methods perform poorly, while embedding-based classification models and fine-tuned open-source LLMs achieve higher accuracy.
LOLA combines the best pure-LLM approach with the Upper Confidence Bound (UCB) algorithm to allocate traffic and maximize clicks adaptively. Numerical experiments on data from the website Upworthy show that LOLA outperforms the standard A/B test method, pure bandit algorithms and pure-LLM approaches, particularly in scenarios with limited experimental traffic. This scalable approach is applicable to content experiments across various settings where firms seek to optimize user engagement, including digital advertising and social media recommendations.
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ESPN, the leader in Sports viewership, has been expanding its use of platforms. ESPN’s own original research corresponds with that of the ARF's How Advertising Works – Today initiative, also demonstrating that adding platforms to a campaign increases effectiveness, delivering higher ROI. In addition, mobile is surging and becoming a major source for sports information.
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The number of DigitalMVPDs that use the Internet to provide video content and other services continues to grow. Ad agency OMG and digital MVPD company Roku surveyed over 5,900 DMVPD users and learned insights about their attitudes on a wide range of topics, such as advertising, how they feel about their service, and what key factors affect their choosing a specific DMVPD.
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