Dan Wasserman on prompting large language models and the future of market research

On this episode of Now that’s Significant, a market research podcast, host, Michael Howard, the head of marketing at Infotools is joined by Dan Wasserman, Chief Operating Officer at KJT. KJT is a full-service, strategic market research and consulting firm that is focused on the healthcare industry.

Dan has worn many hats at KJT for the past 13 years. He has run a research team, focused on both market research as well as health outcomes research, and has served as an operations leader, overseeing KJT’s information security management, research compliance, research operations, analytics, and general business operations. He has led the implementation for professional services automation, and more recently has gotten deep into the rise of generative AI. He’s presented at IIEX.AI and also developed a prompt engineering course available to anyone in the insights industry.

In this episode, we talked about Dan's experience with generative AI in market research, with a focus on prompting.

Themes that arose in the conversation included:

> How different prompting generative AI tools is to your standard Google searches.

> Advice on how to prompt well, in order to get the best out of the large language models.

> Why prompt 'engineering' sounds technical and over many people's heads, but why it actually is relatively straight forward when you know the ins and outs.

> The need for high-quality data with LLMs as well as having a good combination of primary and secondary data.

> Confidence levels with what is presented by generative AI platforms and having a level of explainability - understanding how the AI arrived at its output.

> Some insight into Dan's 2-hour, asynchronous prompt course that he wrote. Click here for the link to the prompt course.

We trust you enjoy this episode. Please feel free to leave a review or share this with others.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

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