Beyond the Grid: Complex Generative AI Stimuli in Conjoint Measurement

Generative AI (GenAI) offers transformative potential for marketing research by enabling the creation of flexible, complex stimuli (i.e., images, text, audio, and video) to explore consumer preferences and behaviors. In this webinar Dr. Jeffrey Dotson will describe a validation protocol to ensure the content and context validity of GenAI-generated stimuli that addresses potential biases and variability in outputs. By applying this protocol, researchers can leverage GenAI to develop reliable measurement tools, opening new possibilities for studying consumer preferences in previously challenging domains. Dr. Jeffrey Dotson is an Associate Professor of Marketing at The Ohio State University’s Fisher College of Business and a Fellow at the OSU Center for Software Innovation. His teaching and research focus on marketing analytics, generative AI applications, and statistical modeling for consumer insights. Dr. Dotson holds advanced degrees in Marketing, Statistics, and Business Administration and has taught at BYU and Vanderbilt University.