This explains the transformative effect of AI on modern marketing research, outlining a new process where humans leverage technology to refine their insights. It uses the advanced example of Woven by Toyota's CitySim, a simulation that utilizes generative AI to model the behaviors of up to a million virtual residents in detailed urban environments. This AI capability, along with deep research analytics, is used to strengthen the research foundation by assisting in objective setting, defining clear output deliverables, and generating comprehensive initial hypotheses. AI personas conduct initial screenings via simulated surveys, allowing for the fast, high-speed validation and filtering of numerous hypotheses. By handling these preparatory steps, AI ensures that human intelligence and empathy are fully concentrated on the final, critical stage of consumer surveys necessary for gaining true "human understanding". AI serves as a partner, allowing researchers to focus solely on the essence of human behavior.

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