Market Research without Humans

​Join us for a LAC Lucerne (Local AI Community, Lucerne) AI breakfast, where Prof. Dr. Leif Brandes & Prof. Dr. Reto Hofstetter will share insights on Market Research without Humans.

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Abstract:

​Can you use LLMs for market research? This question lies at the heart of an ongoing stream of marketing research. In this talk, we explain the term ’synthetic consumers’, show several applications for the use of market research without humans, and shed light on the do’s and don’ts with this approach based on the latest research in the field.

​​​About the Speakers:
Leif Brandes is Professor of Marketing at the Faculty of Economics and Management at the University of Lucerne. Prior to joining the University of Lucerne, he was first an Assistant Professor and then Associate Professor of Marketing and Behavioral Science at Warwick Business School, the University of Warwick (UK). Prior to that, he was a Postdoctoral Fellow at the Yale School of Management, Yale University (US). He holds a PhD in Business Administration from the University of Zurich, and a Master of Mathematical Finance from the University of Konstanz (Germany).

Professor Hofstetter is Professor of Executive Education and Marketing at the University of St. Gallen. Before he was a Professor of Marketing and Institute Director at the Faculty of Economics and Management of the University of Lucerne and Associate Professor at the Università della Svizzera italiana (USI). He visited the Wharton School and Stanford University among others as part of his research. Professor Reto Hofstetter received a PhD, MA, and BA in business administration and economics from the University of Bern Switzerland, and also a BA in computer science from the University of Applied Sciences of Bern.

​​​​​​​​​This event is sponsored by the Institute of Marketing and Analytics - University of Lucerne and is free for attendees!