LLMs in Research (Large Language Models)

Also known as: LLM, Large Language Model, GPT, Claude, Foundation Model

Large-scale language models used in research to analyze text, code responses, generate reports, and simulate consumer responses.

Large Language Models (LLMs) are large-scale neural networks trained on massive text corpora that can generate, summarize, translate, and analyze language in sophisticated ways. The most well-known are GPT-4, Claude 3, Gemini, and Llama 3.

In market research, LLMs have high-value applications: (1) automated coding of open-ended survey responses—a process that traditionally takes days or weeks; (2) thematic analysis of qualitative interviews; (3) synthesis of multiple studies into insight narratives; (4) optimized questionnaire generation; (5) simulation of segment-specific responses (Synthetic Panel).

The most important limitations are the risk of hallucination (generating incorrect content with high confidence), training biases, and language sensitivity (performance in Spanish varies significantly across models).

Atlantia uses LLMs as an internal acceleration layer, ensuring human validation on all critical outputs.