MARKET RESEARCH SUPPORT WITH USAGE OF GEN-AI TOOLS

The purpose of this thesis is to investigate the usage of Generative Artificial Intelligence (GenAI)-driven tools for post-launch market research in the fast-moving consumer goods (FMCG) sector, where the ability to rapidly analyse customer feedback data is essential to achieving profitability, success of the product, and increases in sales. The amount of unstructured data (online reviews & other digital platforms) continues to be on the rise; therefore, traditional manual collection of this data does not provide timely or accurate results when compared to automating the process with the help of GenAI tools. This study develops an AI agent using N8N that automates the collection, processing & analysis of customer feedback data. Metrics to evaluate this system (GenAI) and the traditional manual process will be based on the amount of time taken to perform each task, the accuracy of the data collected & the themes represented within the data. Risks & limitations related to data collection and analysis, as well as the importance of human involvement within an AI- supported process will be investigated in this study. The findings within the context of this study will aim to provide recommendations to assist companies within the FMCG industry with the integration of GenAI technology into their real-world market research processes.