MFour Data Research Achieves Milestone with 1 Million ChatGPT Conversations for Enhanced Consumer Insights
MFour Data Research, a leading provider of consumer panel data in the U.S., recently made headlines by surpassing one million ChatGPT conversations in a single month. This significant achievement is part of MFour’s ChatGPT Conversation Data initiative, which aims to provide businesses with an unprecedented look into how consumers interact with generative AI and how these interactions affect their buying journeys.
In a world where generative AI technologies are transforming the way consumers discover and decide on products, MFour is pioneering a unique approach to consumer data. Until now, the interactions consumers have with AI platforms like ChatGPT have largely been a blind spot for brands; MFour’s latest endeavor closes this gap. By capturing detailed prompts and responses, MFour helps brands understand not just what consumers are asking, but how it translates into real-world actions ultimately leading to purchases.
Through their Surveys On The Go® app, which boasts over 170,000 five-star reviews, MFour collects data from consumers who voluntarily opt-in to share their conversation logs. This direct engagement eliminates reliance on third-party panels and ensures the data is authentic and free from fraudulent activity. By linking these conversations to a range of demographic and behavioral data points – including app usage, location visits, and purchasing habits – MFour has developed an integrated view of consumer behavior from the initial query all the way through to checkout.
What sets MFour apart is their commitment to ethical data collection practices. Their Fair Trade Data® model not only respects consumer privacy but also compensates individuals fairly for their participation. This model has empowered consumers to opt in to share their conversation logs while also maintaining the right to withdraw at any time. Furthermore, all personally identifiable information is scrubbed before the data is ingested, ensuring the utmost confidentiality for participants.
Launched in late 2025, the initiative has seen a rapid influx in data, with over two million ChatGPT conversations accumulated and analyzed through MFour Studio™. Beta clients can leverage DANI™, MFour’s AI research analyst, to extract actionable insights from this extensive dataset with ease, allowing businesses to ask natural language queries and receive insights swiftly.
The insights gained from MFour’s ChatGPT Conversation Data have multifaceted applications. They can measure the influence of AI interactions on consumer decisions and connect these conversations to subsequent web searches, app engagements, store visits, and purchases. This comprehensive view – termed "ChatGPT to Checkout" – empowers brands to see the entire consumer journey and understand the critical role of generative AI at each decision-making stage.
Chris St. Hilaire, CEO of MFour Data Research, emphasized the importance of understanding this new consumer landscape: “Generative AI is reshaping how consumers discover, compare, and decide. Brands that can't see that moment are navigating blind through one of the fastest-growing channels in consumer behavior.”
MFour’s innovations are not just responses to changing consumer habits; they reflect a broader shift in market research practices. Insights teams at various brands are under increasing pressure to integrate and analyze real-time behavioral data, utilizing APIs and other tools to connect what consumers express with what they actually do. This interconnected data framework is crucial for driving competitive advantage in a fast-evolving marketplace.
With the functionality to support numerous research applications—such as analyzing intent-to-action measurements, journey mapping, and product intelligence—MFour is providing organizations with the insights they need at a critical time. Their efforts are paving the way for future explorations of consumer behavior and brand interaction within the landscape of generative AI and beyond.
To request access to participate in beta testing or to learn more about MFour’s cutting-edge data capabilities, visit mfour.com/contact-us. With a focus on transparency, consent, and actionable data, MFour Data Research is set to redefine how organizations understand their consumers in the age of AI.
In a world where generative AI technologies are transforming the way consumers discover and decide on products, MFour is pioneering a unique approach to consumer data. Until now, the interactions consumers have with AI platforms like ChatGPT have largely been a blind spot for brands; MFour’s latest endeavor closes this gap. By capturing detailed prompts and responses, MFour helps brands understand not just what consumers are asking, but how it translates into real-world actions ultimately leading to purchases.
Through their Surveys On The Go® app, which boasts over 170,000 five-star reviews, MFour collects data from consumers who voluntarily opt-in to share their conversation logs. This direct engagement eliminates reliance on third-party panels and ensures the data is authentic and free from fraudulent activity. By linking these conversations to a range of demographic and behavioral data points – including app usage, location visits, and purchasing habits – MFour has developed an integrated view of consumer behavior from the initial query all the way through to checkout.
What sets MFour apart is their commitment to ethical data collection practices. Their Fair Trade Data® model not only respects consumer privacy but also compensates individuals fairly for their participation. This model has empowered consumers to opt in to share their conversation logs while also maintaining the right to withdraw at any time. Furthermore, all personally identifiable information is scrubbed before the data is ingested, ensuring the utmost confidentiality for participants.
Launched in late 2025, the initiative has seen a rapid influx in data, with over two million ChatGPT conversations accumulated and analyzed through MFour Studio™. Beta clients can leverage DANI™, MFour’s AI research analyst, to extract actionable insights from this extensive dataset with ease, allowing businesses to ask natural language queries and receive insights swiftly.
The insights gained from MFour’s ChatGPT Conversation Data have multifaceted applications. They can measure the influence of AI interactions on consumer decisions and connect these conversations to subsequent web searches, app engagements, store visits, and purchases. This comprehensive view – termed "ChatGPT to Checkout" – empowers brands to see the entire consumer journey and understand the critical role of generative AI at each decision-making stage.
Chris St. Hilaire, CEO of MFour Data Research, emphasized the importance of understanding this new consumer landscape: “Generative AI is reshaping how consumers discover, compare, and decide. Brands that can't see that moment are navigating blind through one of the fastest-growing channels in consumer behavior.”
MFour’s innovations are not just responses to changing consumer habits; they reflect a broader shift in market research practices. Insights teams at various brands are under increasing pressure to integrate and analyze real-time behavioral data, utilizing APIs and other tools to connect what consumers express with what they actually do. This interconnected data framework is crucial for driving competitive advantage in a fast-evolving marketplace.
With the functionality to support numerous research applications—such as analyzing intent-to-action measurements, journey mapping, and product intelligence—MFour is providing organizations with the insights they need at a critical time. Their efforts are paving the way for future explorations of consumer behavior and brand interaction within the landscape of generative AI and beyond.
To request access to participate in beta testing or to learn more about MFour’s cutting-edge data capabilities, visit mfour.com/contact-us. With a focus on transparency, consent, and actionable data, MFour Data Research is set to redefine how organizations understand their consumers in the age of AI.
Topics Business Technology）
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