This guide will help you transform raw, open-ended survey data into meaningful consumer archetypes using ChatGPT.
Our step-by-step approach gives you the tools to decode consumer behaviour and build actionable audience archetypes.
What’s Inside?
Using a synthetic dataset of 100 responses to open-ended questions about digital media habits, you’ll learn how to:
- 🧩 Extract themes
- 📂 Group responses
- 🎯 Construct archetypes
Plus, downloadable tools:
- 📊 Synthetic dataset
- 📝 Ready-made prompts
- 📄 Survey questionnaire
Setting Up Your ChatGPT Account
If you don’t have an account yet, simply visit ChatGPT.
💡 Best Practices for Data Privacy:
➡️ Go to Settings and look for Data Controls.
➡️ Toggle ‘Improve the model for everyone’ to disable it.
➡️ Learn more about using ChatGPT safely for market research.
Download the Resources 👇
The files are hosted securely on Internext.com, no account or ads required. Prefer email? Just send me a DM!
- 📊 Dataset
- ✏️ Prompts
- 📄 Questionnaire
Let’s Dive In 🚀
To get started:
- 📥 Download the dataset.
- 🗂️ Open a new ChatGPT conversation.
- ✍️ Attach the dataset and describe it briefly, e.g.:
“This is a survey dataset containing questions on digital media habits.” - 🔄 Copy and paste the starter and follow-up prompts provided in this guide.
💡 TIP: Copy all text located between asterisks (*) for prompts.
By the end, you’ll learn how to enrich your datasets with new columns based on ChatGPT outputs, making your data more actionable and insightful.
🔍 Step 1: Extracting Themes From Open-Ended Responses
Scenario
You want to uncover key themes to understand what drives consumer behaviour.
Starter Prompt
*Analyse the responses to Q1: What do you enjoy most about digital media? Extract key themes and summarise them into broad categories.*ChatGPT Output
Themes such as:
- “Access to diverse content”
- “Entertainment value”
- “Social connection”
Follow-Up Prompt
*Add a column called Digital_Media_Themes to categorise each respondent's answer into one of the identified themes.*❤️ Step 2: Grouping Responses by Emotional Tones
Scenario
Explore the emotional tones behind respondents’ preferences to uncover deeper insights.
Starter Prompt
*Analyse responses to Q2: How does digital media make you feel? Identify emotional tones (e.g., Excited, Relaxed, Overwhelmed) and group responses accordingly.*ChatGPT Output
Emotions such as:
- “Excitement about new technology”
- “Relaxation through entertainment”
- “Feelings of information overload”
Follow-Up Prompt
*Add a column called Emotional_Tones to categorise respondents based on emotional tone.*🚧 Step 3: Understanding Barriers and Challenges
Scenario
Identify consumer challenges to refine messaging or product offerings.
Starter Prompt
*Analyse responses to Q3: What frustrates you most about digital media? Extract key challenges (e.g., time management, lack of privacy) and group them into categories.*ChatGPT Output
Challenges such as:
- “Privacy concerns”
- “Difficulty finding reliable content”
- “Addictive usage patterns”
Follow-Up Prompt
*Add a column called Media_Challenges to categorise respondents based on their frustrations.*🧠 Step 4: Building Value-Based Archetypes
Scenario
Group consumers by values they associate with digital media.
Starter Prompt
*Analyse responses to Q4: What do you value most about digital media? Group responses into value-based categories (e.g., Creativity, Learning, Connection).*ChatGPT Output
Values such as:
- “Learning opportunities”
- “Creative expression”
- “Staying connected with others”
Follow-Up Prompt
*Add a column called Media_Values to group respondents based on the values they prioritise.*🎥 Step 5: Exploring Content Preferences
Scenario
Unearth audience content preferences.
Starter Prompt
*Analyse responses to Q5: What type of content do you consume most often? Group responses into categories (e.g., Entertainment, News, Educational).*ChatGPT Output
Categories such as:
- “Entertainment-focused viewers”
- “News enthusiasts”
- “Educational content seekers”
Follow-Up Prompt
*Add a column called Content_Preferences to categorise respondents based on their preferences.*🎭 Step 6: Creating Final Archetypes
Scenario
Combine variables to create overarching archetypes.
Starter Prompt
*Using the following columns:
Digital_Media_Themes
Emotional_Tones
Media_Challenges
Media_Values
Content_Preferences
Create archetypes that represent key audience segments.*ChatGPT Output
Archetypes such as:
- “Creative Explorers”
- “Relaxed Entertainers”
- “Overwhelmed Consumers”
Follow-Up Prompt
*Add a column called Audience_Archetypes to summarise respondents into key archetypes.*📊 Next Steps: Where to Go From Here?
- Experimentation: Add new survey questions to uncover deeper audience insights.
- Validation: Test your archetypes with real-world applications like targeted advertising or personalised content.
- Expansion: Apply this framework to other areas such as fitness habits 🏋️, environmental attitudes 🌿, or travel behaviours ✈️.
Final Thought 💡🔥
This guide shows how to decode open-ended survey data into actionable archetypes. Whether uncovering Creative Explorers, Relaxed Entertainers, or Overwhelmed Consumers, you’re now ready to unlock the hidden stories in your data.
This training guide is yours to use however you like. Share it, apply it in your business, or adapt it to fit your brand. That is what DIY culture is all about! If you find it valuable, consider supporting my work with a coffee or a beer through my Buy Me a Coffee link below. Cheers! ☕🍻
