by Susan Frede
May 6, 2024
There is a lot of talk in the marketing research industry about using artificial intelligence (AI), specifically Generative AI tools like ChatGPT. AI can certainly help write survey questions, code answers, and analyze data, but help is the key word. Whatever is generated by AI still needs to be reviewed by research experts. Researchers bring knowledge, experience, and most importantly critical thinking skills to the table.
In a recent article on Forbes.com, Ron Carucci claims critical thinking is even more necessary in the age of AI. Specifically, he says:
“Even as AI gets more advanced, it absolutely requires the intervention of real people who can check for data inaccuracies, biases, logical inconsistencies and even suggestions that go against ethical standards.”
So, what is critical thinking? Dictionary.com defines critical thinking as: “disciplined thinking that is clear, rational, open-minded, and informed by evidence.” With critical thinking, all options are considered, and information is evaluated to reach an answer or conclusion.
According to Stephen D. Brookfield, an expert on teaching critical thinking, determining and evaluating assumptions are key steps in thinking critically. Generative AI is making assumptions, but without human interaction do we know:
- where the assumptions come from?
- if those assumptions are correct?
- if all assumptions have been considered?
Assumptions come from repeated experience. Researchers bring expertise to the table that helps determine and evaluate assumptions.
For example, part of thinking about assumptions in marketing research is determining if the business question has been correctly defined. If the business question isn’t clear, then the survey design may not address client needs. Generative AI will likely run with the original business question to create a survey while a researcher will use their critical thinking skills to work with the client to ensure the question is correctly defined.
Once AI generates material, critical thinking again comes into play to evaluate and vet what was produced. Research experts can identify potential biases, help apply best practices, and perform analysis to create a report that addresses each client’s unique objectives. For example:
- In an AI generated survey “marketing speak” may be used rather than respondent friendly language.
- From past experience, a researcher may know the best way to word a question or order the questions to successfully gather needed information.
- AI generated charts provide a topline view of results, but a researcher will go deeper to look at relationships, determine what is important, and reorganize into a meaningful story.
Generative AI helps gather and synthesize a large amount of information, but it is not able to judge what it produces. Persuadable Research has the expertise and critical thinking skills to help you design and analyze research to provide actionable recommendations and insights.
References
Brookfield, S.D. (2012). Teaching for critical thinking: tools and techniques to help students question their assumptions. San Francisco, CA: Jossey-Bass.
Carucci, R. (2024, Feb 6). In the age of AI, critical thinking is more needed than ever. Retrieved from: www.forbes.com.