How Guided AI is Transforming B2B Market Research
Get ready for AI-based secondary market research to change how you do your job. You’ll experience a shocking expansion of what you can learn in a dramatic contraction of time invested. This paper explains Guided AI, which democratizes secondary market research, making it accessible to engineers, scientists and others. It will change who does the research, why they do it, and how often they do it.
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Pre-AI secondary market research was often initiated by marketers. They might purchase a multi-client study for $3000 or commission a research project for $30,000. While some of this will continue, Guided AI research will explode because it is immediate, interactive & instructive.
Consider a version of Guided AI called “MAC,” your Marketing Application Consultant. MAC has two primary modes… Product-First and Application-First.
Product-First: You describe your product and MAC identifies customer problems it might solve. He then finds customer applications with these problems, helps you rank and score them, and helps you study any single application in detail.
Application-First: You specify a customer application—existing or new for your business—and MAC ranks problems in this application. You select any problem for deep exploration, including brainstorming product solutions to fix the problem.
Why these two modes? All market-facing growth begins with applications or products. In the previous graphics, note that customer problems—not your product—are central to success.
Consider three important questions
1. Can you fully trust AI results? The short answer is “no.” AI tools can only access what’s been digitally published. Not all of that is reliable. With any market research, you need to validate the data before making large investments. You’ll find Guided AI is especially useful in the early exploratory phases.
2. Why not use ChatGPT? You could use prompt-driven AI for secondary market research but might incur shortcomings: A) MAC includes menus for advanced research tasks most people wouldn’t think of. B) The time you’d need to develop & test reliable prompts would be onerous. C) Standard AI lacks the built-in guardrails and safeguards built into MAC. D) Instead of copy/pasting AI sessions, MAC delivers a PDF with a hyperlinked table of contents.
3. Can I forego customer interviews? In some cases you can. Guided AI can be a “middle ground” between guessing at customer needs and conducting VOC interviews. Guided AI delivers more reliable insights than reacting to your most recent customer request. And yet Guided AI takes less time than “guessing & debating” customer needs with colleagues or asking your sales team. This makes it ideal for incremental new product development.
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