Abstract:

In this paper we will first show how we approached the development and integration of an LLM-based chatbot in our qualitative research tool, and we?ll share some aspects of our research done about AI. This is particularly relevant as we aim to meet the objectives in the best way we can, to provide an explainable AI, as the ESOMAR AI guidelines suggest. After this more theoretical part, our case study with Givaudan will show how this AI helped us to set-up a study design, which would not have been feasible with usual budgets, timings and necessary work without such an AI. Lastly, we?ll share our philosophy how we humans might work with AI in future and what position we should take.