Midjourney AI prompt by GCO
Midjourney AI prompt by GCO
FIGURE 1
Six stages of consumer research
GettyImages/Donald Iain Smith
FIGURE 2
Crafting prompts that avoid common pitfalls
GettyImages/Peter Dazeley
A New Frontier of Understanding: Where Generative AI Adds Real Value in Consumer Research
By: Kelly Hewett and Kiwoong Yoo
DOI: https://doi.org/10.2478/nimmir-2026-0003 | Journal eISSN: 2628-166X (formerly 1865-5866)
Language: English
Page range: 17 - 23
Published on: Apr 8, 2026
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2026 Kelly Hewett, Kiwoong Yoo, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.