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Enhancing market research with a GPT-based API wrapper: A leap towards advanced data analysis

Author

Listed:
  • Dupin, Michael

    (Merrimack College, USA)

  • Oruç, M. Furkan

    (Researcher, Maritime, Spire, USA)

Abstract

This paper introduces an innovative application programming interface (API) wrapper built around OpenAI’s GPT, designed to significantly enhance the capabilities of large language models (LLMs) for market research. Traditional applications of GPT in survey crafting, response analysis and open-ended query interpretation, although effective, are limited by the standard interfaces provided. These interfaces (such as ChatGPT) often fall short when handling complex analytical tasks and ensuring data security, particularly in data-sensitive sectors like healthcare and finance. Our proposed API wrapper addresses these shortcomings by extending GPT’s functionalities beyond basic text generation and interaction. By integrating a sophisticated user interface (UI) and query management system, the wrapper simplifies interactions between users and the LLM. This allows researchers and analysts, regardless of their programming expertise, to leverage advanced data analysis tools and gain deeper insights from large datasets. Moreover, the wrapper ensures high standards of data privacy and security. Key features of the API wrapper include flexible UI options, ranging from open-source platforms to commercial software-as-a-service solutions that cater to diverse organisational needs and technical capabilities. The wrapper also incorporates advanced query handling and error management techniques to enhance user experience and efficiency. Through realworld applications and case studies, we demonstrate the wrapper’s ability to facilitate complex data analysis tasks such as thematic analysis of narrative data, comparative studies and multilingual data processing. The development and implementation of this wrapper marks a significant step towards democratising access to powerful AI tools in market research. It opens new possibilities for extracting nuanced insights and conducting sophisticated analyses without the need for deep technical knowledge or significant manual labour, thereby broadening the scope and impact of research methodologies in various industries.

Suggested Citation

  • Dupin, Michael & Oruç, M. Furkan, 2025. "Enhancing market research with a GPT-based API wrapper: A leap towards advanced data analysis," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 10(4), pages 348-373, March.
    • Handle: RePEc:aza:ama000:y:2025:v:10:i:4:p:348-373
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    More about this item

    Keywords

    large language models (LLMs); GPT; text analysis; API wrapper; automated insights;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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