Your Next Respondent Might Be an LLM: Guidelines for Using Silicon Samples in Marketing Research

Institute for Marketing, Ludwig-Maximilians-University Munich, Faculty of Economics and Business Administration, Babeș-Bolyai University, Cluj-Napoca, Romania

Susanne J. Adler

Institute for Marketing, Ludwig-Maximilians-University, Munich

Lea Rau

Institute for Marketing, Ludwig-Maximilians-University, Munich

Bernd Schmitt

Professor of International Business, Columbia Business School, Columbia University, New York

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Articles in this issue

DOI: https://doi.org/10.2478/nimmir-2026-0004 | Journal eISSN: 2628-166X

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Language: English

Page range: 24 - 29

Published on: Apr 8, 2026

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

Generative AI,

Large Language Models,

Silicon Samples

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 2026 Marko Sarstedt, Susanne J. Adler, Lea Rau, Bernd Schmitt, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.

Volume 18 (2026): Issue 1 (May 2026)