AGENTIC-SYSTEMSJuly 8, 20261 min read

Synthetic Consumer Insight Generation with Large Language Models

A recent study explores the capability of Large Language Models (LLMs) to generate synthetic consumer data for projective marketing techniques. While showing significant overlap in broad topics with human responses, the research highlights key differences in style and linguistic structure.

Computer Science > Artificial Intelligence

Title:Synthetic Consumer Insight Generation with Large Language Models

View PDFAbstract:Modern data-driven marketing relies on large amounts of consumer data, yet collecting such data can be costly, time-consuming, and difficult to scale. This research examines whether large language models (LLMs) can be used to generate synthetic consumer data for projective techniques, a set of methods designed to elicit consumer associations, emotions, wants, and needs. We test LLM-generated responses across multiple projective tasks, LLMs, prompting strategies, and temperature settings, and compare them with human responses from a primary research study on perceptions of city tourism destinations. Human and LLM responses were analyzed using linguistic measures, diversity and concentration metrics, topic models, and top-term analyses. The results show substantial overlap between human and LLM responses in broad topics and associations, but also important differences in style, linguistic structure, and the way diversity is generated. Recommendations are given on how to best utilize LLMs for generating synthetic consumer data, how model and prompt choices shape response quality, and on recognizing the limitations of LLM synthetic consumer data generation.

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Source: arXiv cs.AI Recent

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