research

• Research & Data Quality
• Article

Why Synthetic Respondents Flatten Consumer Sentiment

• Psychology of Gen AI
• ARF; MSI

This fifth experiment in the Psychology of Gen AI series reveals that large language models apply a rigid, rule-driven logic when evaluating privacy scenarios—even when humans typically shift their reasoning based on framing, emotion and social context. Unlike consumers, who blend intuition, feeling and social perspective into their judgments, GPT-4o relied on a single internal rule across all testing conditions: data use is acceptable only with explicit consent. This consistency offers value for certain analytic tasks but exposes limits for advertising research that depends on emotional nuance and context-sensitive consumer insight.    

• Future States & AI
• Article

When AI Meets the Marketplace: How Generative Models Reshape Creative Supply and Demand

• ARF
• MSI

Generative AI is transforming creative marketplaces by rapidly expanding the supply of content while simultaneously displacing traditional producers. Using a unique natural experiment and econometric modeling, this research explores how AI technologies alter equilibrium in image marketplaces—where it boosts variety and quality but also creates challenges for non-AI producers and policymakers.

• Article

Predicting Behaviors with LLM-Powered Digital Twins of Consumers

The ARF Young Pros Chicago Happy Hours are back with a brand new location!

Join us at Bottled Blonde for a market research themed trivia night. Come out and play for a chance to win a $25 gift card and as always drinks and apps are on us!

When: Tuesday, April 26th, 2016 5:30-8:00 PM

Where: Bottled Blonde - 504 N Wells Chicago, IL 60654 (a quick walk from the Grand Red Line or Merchandise Mart Brown/Purple Line Stops).

Bring your friends and colleagues but please make sure they register so we know that they are coming.
 

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• Article

Optimal Product Design Synthesis: Pairing Generative Models with Adaptive Preference Measurement

The ARF Young Pros Chicago Happy Hours are back with a brand new location!

Join us at Bottled Blonde for a market research themed trivia night. Come out and play for a chance to win a $25 gift card and as always drinks and apps are on us!

When: Tuesday, April 26th, 2016 5:30-8:00 PM

Where: Bottled Blonde - 504 N Wells Chicago, IL 60654 (a quick walk from the Grand Red Line or Merchandise Mart Brown/Purple Line Stops).

Bring your friends and colleagues but please make sure they register so we know that they are coming.
 

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• Article

The Psychology of Gen AI: Alternative Explanations: Can AI Rethink Its Own Reasoning?

The ARF Young Pros Chicago Happy Hours are back with a brand new location!

Join us at Bottled Blonde for a market research themed trivia night. Come out and play for a chance to win a $25 gift card and as always drinks and apps are on us!

When: Tuesday, April 26th, 2016 5:30-8:00 PM

Where: Bottled Blonde - 504 N Wells Chicago, IL 60654 (a quick walk from the Grand Red Line or Merchandise Mart Brown/Purple Line Stops).

Bring your friends and colleagues but please make sure they register so we know that they are coming.
 

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• Research & Data Quality
• Article

Alternative Explanations: Can AI Rethink Its Own Reasoning?

• Psychology of Gen AI
• ARF; MSI

Can AI challenge its own conclusions rather than merely reinforcing them? In this first experiment in the Psychology of Gen AI series, researchers explored whether large language models (LLMs) like ChatGPT can go beyond efficiency and exhibit deeper critical thinking skills. By prompting AI to evaluate and compare hypotheses—including its own—this study reveals how LLMs can serve as interpretive collaborators in research and theoretical reasoning.

• Article

Let’s Get a Second Opinion – AI Style!

The ARF Young Pros Chicago Happy Hours are back with a brand new location!

Join us at Bottled Blonde for a market research themed trivia night. Come out and play for a chance to win a $25 gift card and as always drinks and apps are on us!

When: Tuesday, April 26th, 2016 5:30-8:00 PM

Where: Bottled Blonde - 504 N Wells Chicago, IL 60654 (a quick walk from the Grand Red Line or Merchandise Mart Brown/Purple Line Stops).

Bring your friends and colleagues but please make sure they register so we know that they are coming.
 

[button_dd text="Click Here to Register!" size="large" color="cyan" style="normal" url="/ereg/index.php?eventid=172950&" target="_self"][/button_dd]

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• Article

ARF AI Information Sources

The ARF Young Pros Chicago Happy Hours are back with a brand new location!

Join us at Bottled Blonde for a market research themed trivia night. Come out and play for a chance to win a $25 gift card and as always drinks and apps are on us!

When: Tuesday, April 26th, 2016 5:30-8:00 PM

Where: Bottled Blonde - 504 N Wells Chicago, IL 60654 (a quick walk from the Grand Red Line or Merchandise Mart Brown/Purple Line Stops).

Bring your friends and colleagues but please make sure they register so we know that they are coming.
 

[button_dd text="Click Here to Register!" size="large" color="cyan" style="normal" url="/ereg/index.php?eventid=172950&" target="_self"][/button_dd]

We can't wait to see you all there!

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