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      • Research Summary

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      By: Ayelet Israeli
      Professor Israeli utilizes econometric methods and field experiments to study data driven decision making in marketing context. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their own data, customer data, and market data... View Details
      Keywords: Channel Management; Pricing; Pricing Policies; Online Marketing; E-commerce; Analytics; Econometrics; Field Experiments; Data Analytics; Artificial Intelligence; Value Of Data
      • July 18, 2025
      • Article

      Using Gen AI for Early-Stage Market Research

      By: James Brand, Ayelet Israeli and Donald Ngwe
      Generative AI, particularly large language models (LLMs), offers a promising new tool for early-stage market research by simulating customer responses to product concepts. This can allow companies to draw conclusions similar to those they’d obtain by survey customers... View Details
      Keywords: Large Language Models; Large Language Model; Generative Ai; Artificial Intelligence; Market Research; Research; Marketing; AI and Machine Learning; Analytics and Data Science; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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      Brand, James, Ayelet Israeli, and Donald Ngwe. "Using Gen AI for Early-Stage Market Research." Harvard Business Review (website) (July 18, 2025).
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