ChatGPT not ready for the responsibility of research analyst

I had high hopes that a silver-bullet technology like ChatGPT would solve all the inherent challenges I’ve faced over a long career in market research. Our work is a labor of love—often tedious and time-consuming, as we peel back layers upon layers of interview feedback to finally uncover the core, actionable insights our clients need.

The reality, though, is that AI analysis of research sentiment still falls short. It just isn’t accurate or insightful enough to meet the high standards required for excellence. My approach to marketing has always been rooted in truth and integrity, and with AI’s tendency toward hallucinations, misrepresentations, and contradictions, I can confidently say it’s not ready to fill the role of a full-time Research Analyst.

Research is the bedrock of effective marketing because it’s objective; truth, after all, must be reliable and unaltered to have real value. For now, ChatGPT will remain a powerful tool for tasks like copywriting, idea generation, and quick searches for terms and definitions. Whether it can one day master the art of truth telling—we must wait and see.

Lee Sumner – Research Director