Struggling to really understand your audience without spending a fortune on research? In this episode, Nihal and Gil unpack one of the most overlooked use cases for AI: customer research. We share how founders and marketers can now use AI to uncover deep insights -faster, cheaper, and more effectively than ever before.

Key discussion points:

• What synthetic research is and how one AI company is using it to replace traditional methods
• How Nihal used AI to completely shift a client’s positioning through forum analysis and review mining
• A breakdown of qualitative vs quantitative research - and how AI makes both more accessible
• Tools, prompts and LLMs you can use right now to run deep research
• Why knowing where your audience hangs out (e.g. Mumsnet vs X) changes everything

Notable quotes:

• “I truly believe that any solid marketing strategy is built upon a deep understanding of your customers.”
• “There’s gold in reviews -and AI can mine it for you in minutes.”
• “Most small businesses skip research because it’s time-consuming and expensive. But that’s exactly what AI can now change.”

Tools and tips mentioned:

• Claude for deep research and analysis of forum conversations
• ChatGPT for live web research and survey creation
• Grok (X) for communities active on Twitter/X, especially Web3
• Use Amazon reviews and forum posts to uncover pain points
• Use CRM data, live chat logs, and inbound messages to train LLMs

Have AI questions? Connect with us on LinkedIn – we’d love to help you cut through the noise and start getting real value from AI.

• Nihal Salah
• Gil Chan