Utilizing AI to Conduct Market Research for an SaaS Company
Tuononen, Henry (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060320195
https://urn.fi/URN:NBN:fi:amk-2024060320195
Tiivistelmä
This thesis examines how artificial intelligence can be used in market research for Materialisting Oy, an SaaS company that is aiming for international markets. The study focuses on finding effective market research practices for SaaS companies that are aiming for international markets and how artificial intelligence can be used in the market research process. To find answers to these topics, a literature review was conducted and a mixed-method was used. The mixed-method included a qualitative expert interview and a qualitative experiment with ChatGPT 4.
The results show that effective market research practices for SaaS companies are a mix of traditional methods to collect the specific needs of each market and modern analytic tools to understand the rapidly developing industry. For the use of AI in the market research process the results show that it can be used in various parts like ideation process and analyzing data, but full research is not yet recommended with AI due to its reliability issues.
This thesis shows that there is potential for AI to be used as a market research tool, but caution over its current capabilities and reliability needs to be taken into account. Due to the limitations of this thesis, further research is recommended to examine the use of different kinds of AI tools in market research.
The results show that effective market research practices for SaaS companies are a mix of traditional methods to collect the specific needs of each market and modern analytic tools to understand the rapidly developing industry. For the use of AI in the market research process the results show that it can be used in various parts like ideation process and analyzing data, but full research is not yet recommended with AI due to its reliability issues.
This thesis shows that there is potential for AI to be used as a market research tool, but caution over its current capabilities and reliability needs to be taken into account. Due to the limitations of this thesis, further research is recommended to examine the use of different kinds of AI tools in market research.