Qualtrics’ fine-tuned AI outperforms general-use LLMs on survey research

Have you tried using AI to conduct research? If you have, you've probably noticed something when digging into the data: general-use LLMs like ChatGPT and Gemini produce generic responses that can miss the nuance of real human data. We spent a year solving that problem.

Our Edge Audiences model is fine-tuned on millions of real respondents – and when we replicated a previously published study, the results were clear: our model was 12x more accurate than general-use LLMs. But accuracy isn't the whole story.

The real question is: when should you use synthetic versus human data?

Synthetic excels at: Concept exploration, hypothesis testing, rapid iteration

Human insight is essential for: Past behaviors, timely topics, final validation

➡You can read more about the study here: https://www.qualtrics.com/articles/strategy-research/qualtrics-ai-outperforms-general-use-llms/