QOTD: Have You Used ChatGPT To Shop For New Products?
Our latest Question Of The Day may have you skeptically wondering, how
many people are actually using ChatGPT and other AI tools for…
shopping? Well friends, that is precisely why you ask your customers
rather than assume the answer is
zero . Because
the answer is most definitely not zero.
In the past few weeks alone, we’ve seen dozens of brands receive Other
answers to “how did you hear about us?”, wherein the write-in response
from their shoppers was some form of AI tool — predominantly
ChatGPT .
And if you think it’s too early for your brand to be exploring this
organic channel, we feel compelled to share an anecdote about the
trajectory of being a first mover in media: the very first organic
TikTok
response
received by a Fairing brand was buried in their Other results, circa
September 2019. Less than 3 years later, that brand sold for $600MM
while their competitors were jostling for paid position on a
newly-crowded platform. It pays to be ahead of the curve.
Question Architecture
As an exploratory question, there’s a bit more art than science to
setting this one up in your Question
Stream™ . Ultimately, the actionable
insights you’ll receive are likely to be framed by 1) how you phrase the
responses, and 2) what follow-up question you ask on any/all of those
responses.
Responses
In this sort of consumer research — a question just as much about
awareness and sentiment as it is about behavior — best practices
indicate you should give customers an easy way to share both their
current actions and speculative state of mind. To do so, we’d recommend
a response set along these lines:
- No, I'm not familiar with it
- No, but I might try it in the future
- Yes, but I didn't find it useful
- Yes, and I'll probably use it in the future
That’s not to say you can’t roll your own responses, or even generalize
the question wording if you think your customers are unlikely to be
familiar with ChatGPT. For example, an entirely different approach that
could inspire your content and retention marketers might be:
"How would you instinctively use an AI assistant (like ChatGPT) to shop?"
- To find the most respected brands for an item I want
- To learn more about a new product I’ve never owned
- To research items that pair well with a product I already own
- I wouldn’t use AI for shopping
- Other
Use Cases: CRO, Consumer Research
As previously mentioned, any marketer on your team responsible for
content, retention, or CRO is going to have a field day with these
learnings — because effectively the question translates to “what hurdles
to conversion are important enough that you’re willing to seek out
assistance through hard-to-find content?”
You could also take cues from the sentiment of these responses to carve
out a segment of “techy” early adopters (or otherwise
innovation-intrigued customers). Perhaps for your brand, that’s an
instantly useful segment in and of itself — but for nearly all brands,
it’s a strong indicator that you could bring these particular customers
closer to your business for classic focus group research, or beta
testing new products, and so forth.
It will be especially useful if you run a virtual community, and can use
what you’ve learned here to invite those positive responders to their
own VIP research group. Or if these folks are really on the cutting
edge, maybe you incentivize them to help you make the most of ChatGPT’s
growing utility?
Ultimately, what’s so interesting about ChatGPT and AI tools in tandem
with direct from consumer data is that you need both: AI isn’t going to
replace the need to know how your individual customers think or behave,
but having actual shopper insights complementing your own exploration of
AI tools is a magnificent advantage. In fact, it carries the same theme
we always harp on regarding zero party data: your competitors are
viewing ChatGPT through the same lens as everyone else. With the QOTD we
laid out here, you can view it through the lens of your very own
customers.
This article is part of our Question Of The Day (QOTD) series, where
Fairing teams up with the industry’s smartest qualitative marketers to
deliver expert perspectives on zero-party data. Find more of these best
practice questions in our Question
Bank.