With the advancements in artificial intelligence, qualitative researchers can enhance their productivity by integrating these tools into their workflow. This article explores how qualitative market researchers can apply GPT to assist with various tasks.

Crafting the right questions is crutial when utilizing GPT to ensure optimal and meaningful results. The quality of responses is directly influenced by the precision and clarity of the questions posed. Well-crafted questions provide the necessary context, guide the model toward the desired outcome, and enhance the relevance of the generated content. Clear and specific queries help GPT understand the user’s intent, leading to more accurate and valuable responses.

Idea Generation

Coming up with research ideas is a creative process. ChatGPT can assist researchers in brainstorming with general prompts like:

  • Imagine you are a qualitative researcher. Generate a set of interview questions to understand customer’s first impressions of the [product, concept, …].
  • Generate ideas for new research topics or questions to explore in [study, topic, specific discussion,…] .
  • Help brainstorm innovative approaches for understanding respondent preferences in [topic].

You can also brainstorm specific areas or activities:

  • Create a card-sorting exercise to categorize [products, services,..] into different groups.

GPT can help generate lists of brands or models for your activities:

  • Generate a diverse list of 10 popular [product] models, each with distinct features that can help discussion participants brainstorm various product categories.


Transcribing extensive interviews or focus group discussions is a time-consuming task. AI tools offer a valuable solution by efficiently converting spoken words into written text. Researchers can prompt the model with instructions like:

  • Transcribe the interview with [interviewee name] conducted on [date].
  • Convert the focus group discussion from [date] into a written transcript.

“Summarize the key insights from this interview with [interviewee name].”
“Summarize the main points discussed in the focus group session held on [date].”


ChatGPT can be prompted to distill lengthy transcripts into concise summaries, helping researchers save time and focus on key findings. Prompts may include:

  • Summarize the main points discussed in the interview with [interviewee names], write the major three takeaways.
  • Provide a concise summary of the focus group discussion held on [date], highlighting key insights.
  • Analyze responses regarding [specific topic]. Highlight common themes and sentiments.

Data Interpretation

Interpreting qualitative data requires a deep understanding of context. AI tools can help researchers with prompts like:

  • Help me understand the meaning behind the responses we received regarding [topic].
  • Interpret the qualitative data collected from the attached research project on [topic]. Provide insights and potential implications for [study goals].

Coding Assistance

Coding qualitative data involves identifying themes and patterns. Researchers can use ChatGPT to assist in this process with prompts like:

  • Assist in coding the qualitative data from the following discussions. Identify emerging themes and patterns.
  • Generate initial codes for the responses obtained in the customer interviews on [subject].

Drafting Research Reports

Crafting research reports requires articulate writing. Researchers can utilize ChatGPT with prompts like:

Assist in drafting the introduction and key findings section of our market research study on [topics].
Create a concise summary of our research findings regarding [study topics].

Cross-Referencing and Validation

Ensuring the validity of findings is an important part of the research process. ChatGPT can assist in cross-referencing with prompts like:

  • Cross-reference our qualitative data with existing industry reports and studies. Verify the consistency and validity of our findings.
  • Validate our market insights by comparing them to industry trends identified in [relevant sources].

Literature Review Assistance

Staying abreast of relevant literature is essential for comprehensive research. Researchers can use ChatGPT with prompts like:

  • Summarize recent literature on [specific topic] in the context of our market research. Highlight key findings and trends.
  • Provide an overview of relevant studies related to [industry trend] published in the last year.