AI Prompting Tips: Debate of Experts

One of my favorite prompting techniques is asking the LLM to act as a specific person, a leading expert in a particular subject, to write about that subject from their point of view and using their experience.

This tends to yield much more insightful results than asking a direct question without asking the LLM to act as an expert. It taps into the "latent space" of the LLM, digging deeper into it's knowledge.

If you working on a complex subject that requires multiple viewpoints to understand, then I like taking it one more step and creating a Debate of Experts.

Currently, I'm developing an AI application to generate Ideal Customer Profiles for travel companies, so I wanted to understand, in-depth, the process of creating them. So, I used the following prompting techniques to gain a broad understanding of the topic.

Important Note: The below text is generated by ChatGPT, these are NOT real quotes from these people, but ChatGPT's interpretation of how they would answer the debate question.

Debate of Experts Prompting Example using GPT-4o

You said:

Who are some of the leading thinkers in the travel industry on the subject of developing Ideal Customer Profiles (ICPs)?

ChatGPT said:

In the travel industry, several thought leaders are recognized for their expertise in developing Ideal Customer Profiles (ICPs) and for their broader contributions to travel marketing and customer segmentation. Here are a few notable figures:

1. Brian Chesky

• Background: Brian Chesky is the co-founder and CEO of Airbnb. He has been instrumental in redefining the travel industry by focusing on the needs and desires of the modern traveler, especially with the concept of "belonging" anywhere.
• Contribution: Chesky’s approach to creating personalized, experience-driven travel options has led to the development of targeted ICPs for various traveler segments, such as millennials, digital nomads, and luxury travelers. Airbnb’s success is rooted in understanding and catering to these diverse customer profiles.

2. Skift Founders (Rafat Ali and Jason Clampet)

• Background: Rafat Ali and Jason Clampet are the co-founders of Skift, a leading media company that provides insights and trends in the travel industry.
• Contribution: Through Skift, they have pioneered discussions on travel trends, including the importance of targeting specific traveler segments with tailored offerings. Their work has helped travel companies understand the value of ICPs in shaping product development and marketing strategies.

3. Matthew Upchurch

• Background: Matthew Upchurch is the CEO of Virtuoso, a global network of luxury travel advisors. He has decades of experience in the luxury travel market.
• Contribution: Upchurch has emphasized the importance of understanding affluent travelers and tailoring experiences to their specific desires and expectations. His work in defining and refining ICPs for luxury travelers has been critical in Virtuoso’s success.

4. Philip Wolf

• Background: Philip Wolf is the founder of Phocuswright, a research and events company specializing in travel, tourism, and hospitality. He is widely respected for his insights into travel technology and consumer behavior.
• Contribution: Wolf has been a key figure in helping travel companies leverage data to better understand their customers and develop precise ICPs. His work at Phocuswright has provided invaluable research and analysis on traveler demographics and preferences.

5. Douglas Quinby

• Background: Douglas Quinby is the co-founder and CEO of Arival, a company focused on the in-destination experiences sector of travel. He previously held senior positions at Phocuswright.
• Contribution: Quinby’s work focuses on understanding the behaviors and preferences of travelers who are seeking unique experiences during their trips. His insights into experience-driven travel have helped companies in this sector develop targeted ICPs.

6. Glenn Fogel

• Background: Glenn Fogel is the CEO of Booking Holdings, which owns Booking.com, Priceline, Agoda, and other major travel brands. He is a key player in online travel and has been deeply involved in customer segmentation and targeting strategies.
• Contribution: Fogel has led efforts to personalize travel offerings through data-driven insights, helping Booking Holdings’ brands to create detailed ICPs that cater to various traveler types, from budget-conscious consumers to luxury seekers.

7. Oliver Heckmann

• Background: Oliver Heckmann is the Vice President of Engineering, Travel and Shopping at Google. He plays a significant role in shaping how travelers interact with digital travel services.
• Contribution: Heckmann’s work at Google involves leveraging search and data to better understand traveler behavior, which is crucial for developing accurate ICPs for online travel services.

These thought leaders have significantly influenced how travel companies define and target their ideal customers, using a combination of data, technology, and deep industry insights to shape their strategies. Their contributions are vital for any travel business looking to develop and implement effective ICPs.

You said:

great, let's recreate a debate between each of these people. The debate subject is: What is the best methodology for defining your tour operator's ICP? Have each person take their turn in a traditional debate format.

ChatGPT said:

Let's imagine a lively debate between these travel industry experts on the best methodology for defining a tour operator's Ideal Customer Profile (ICP). Each expert will present their views in turn, advocating for the approach they believe is most effective.

Moderator:

"Welcome, everyone, to this debate on the best methodology for defining a tour operator's Ideal Customer Profile. We'll begin with opening statements, and then move into responses and closing remarks. Let's start with Brian Chesky."

Brian Chesky (Airbnb):

"Thank you. In my view, the best way to define your ICP as a tour operator is through experiential data and community feedback. At Airbnb, we’ve always focused on creating experiences that resonate deeply with people’s desire for authentic, local immersion. To define your ICP, start by understanding the unique experiences your customers are seeking. Engage with your community—listen to their stories, their feedback, and their needs. Use this qualitative data to craft profiles that align with the aspirations and lifestyles of your ideal customers. Focus on the human element, and design your tours to create a sense of belonging and connection. The key is empathy and understanding the emotions driving travel decisions."

Rafat Ali (Skift):

"I agree with Brian that understanding the customer is paramount, but I believe the approach should be rooted in data-driven insights combined with trend analysis. At Skift, we emphasize the importance of not just relying on customer feedback, but also analyzing macro and micro trends in the travel industry. You need to look at the broader shifts in consumer behavior, technology, and economic factors. This will help you anticipate the needs of future travelers and refine your ICP accordingly. By blending data analytics with an understanding of emerging trends, tour operators can stay ahead of the curve and appeal to the evolving demands of travelers."

Matthew Upchurch (Virtuoso):

"Both Brian and Rafat make excellent points, but in the luxury segment where Virtuoso operates, the methodology for defining an ICP revolves around personalization and relationship-building. Our clients expect tailor-made experiences, so it’s crucial to develop a deep, personal understanding of each client’s preferences, habits, and expectations. This is best achieved through direct, ongoing engagement and leveraging CRM tools to track and analyze customer behavior. Your ICP should be built on this personalized knowledge, enabling you to offer bespoke tours that exceed expectations. The human touch is irreplaceable when defining and refining your ideal customer in the luxury travel market."

Philip Wolf (Phocuswright):

"Personalization is indeed critical, but I would argue that the best methodology is research-backed segmentation. At Phocuswright, we've always stressed the importance of rigorous market research to identify distinct segments within the broader market. For a tour operator, this means conducting in-depth surveys, focus groups, and leveraging third-party research to identify and understand the different types of travelers interested in your offerings. By categorizing these segments based on demographics, psychographics, and behavior, you can create a more precise ICP. This segmentation approach allows you to tailor your marketing and product development efforts to the specific needs and desires of each segment."

Douglas Quinby (Arival):

"Philip's point about research is crucial, especially in the experiences sector. However, I would advocate for an approach that combines on-the-ground customer feedback with digital analytics. At Arival, we focus on the in-destination experiences, and the best way to define your ICP is by understanding what resonates with customers during their trips. Collect feedback directly from participants through surveys and informal conversations. Combine this with digital analytics to see how they interact with your brand online before, during, and after their trips. This holistic view allows you to define an ICP that not only attracts customers but also ensures repeat business by meeting and exceeding their expectations."

Glenn Fogel (Booking Holdings):

"All these methodologies are valuable, but I would argue for a more holistic and iterative approach. At Booking Holdings, we’ve found that defining an ICP is not a one-time task but a continuous process. Start with broad data analysis—use machine learning and AI to analyze vast amounts of customer data, identifying patterns and trends. From there, segment your audience, personalize your offerings, and continually refine your ICP based on new data and customer interactions. The key is agility—being able to adapt your ICP as market conditions and customer preferences change. This iterative approach ensures your ICP remains aligned with your business goals and market dynamics."

Oliver Heckmann (Google Travel):

"I’d like to build on what Glenn said by emphasizing the importance of machine learning and AI in real-time customer profiling. At Google, we leverage these technologies to process and analyze vast datasets, enabling us to identify and predict customer behavior with incredible accuracy. For a tour operator, integrating AI tools can help you define an ICP that is not only accurate but also dynamic, evolving as new data comes in. This approach allows for hyper-personalization at scale, ensuring that your offerings are always in sync with what your ideal customers are looking for at any given moment."

Moderator:

"Thank you all for your insightful contributions. To summarize, we've heard a range of methodologies for defining a tour operator's ICP, from experiential data and community feedback to data-driven insights, personalized engagement, segmentation, digital behavior analysis, and the use of AI and machine learning. Each approach offers unique strengths, and the best choice may depend on the specific goals and context of the tour operator. Let’s move to closing remarks, starting with Brian Chesky."

Closing Remarks:

• Brian Chesky: "Ultimately, defining your ICP comes down to empathy. Understand your customers as people, not just data points. Let their stories guide your strategy."
• Rafat Ali: "Combine empathy with data. Use insights from trends to create a forward-looking ICP that positions your business for future success."
• Matthew Upchurch: "Personal relationships are key, especially in luxury travel. Know your customers on a personal level to create truly memorable experiences."
• Philip Wolf: "Don’t underestimate the power of research. Segmentation is the foundation of an effective ICP, helping you target the right customers with the right message."
• Douglas Quinby: "Balance digital data with real-world feedback. The best ICP is one that reflects both online behavior and on-the-ground experiences."
• Glenn Fogel: "Stay agile. Your ICP should evolve with the market, and an iterative, data-driven approach will keep you ahead of the curve."
• Oliver Heckmann: "Embrace AI. Let technology enhance your ICP development, ensuring it’s both precise and adaptable in real-time."

Moderator:

"Thank you all for a thought-provoking discussion. It’s clear that there are multiple paths to defining a successful ICP, and the best approach may involve integrating several of these methodologies. This concludes our debate—thank you for participating!"

You said:

now for the second round. Now each expert think deeply and respond with 5 actionable recommendations they could make to travel companies about processes and methods they should use to define their company's ICP or ICPs.

ChatGPT said:

ChatGPT

Let's dive into the second round, where each expert will provide five actionable recommendations for travel companies on how to define their ICP or ICPs. These recommendations will be based on their unique perspectives and expertise.

Brian Chesky (Airbnb):

1. Engage in Immersive Customer Research:
2. Leverage User-Generated Content:
3. Create a Community-Driven Feedback Loop:
4. Focus on Micro-Experiences:
5. Prototype and Iterate:

Rafat Ali (Skift):

1. Conduct Comprehensive Market Research:
2. Use Data Analytics Tools:
3. Segment by Travel Intent:
4. Monitor Competitor Strategies:
5. Integrate AI for Predictive Analysis:

Matthew Upchurch (Virtuoso):

1. Develop Deep Client Profiles:
2. Personalize Communication:
3. Host Exclusive Events:
4. Invest in Relationship Management:
5. Conduct Post-Trip Surveys:

Philip Wolf (Phocuswright):

1. Implement Segmentation Studies:
2. Leverage Focus Groups:
3. Adopt a Mixed-Methods Research Approach:
4. Test Market Responses:
5. Collaborate with Industry Partners:

Douglas Quinby (Arival):

1. Capture In-Destination Feedback:
2. Use Mystery Shoppers:
3. Analyze Repeat Customer Data:
4. Segment by Experience Type:
5. Incorporate Seasonal Preferences:

Glenn Fogel (Booking Holdings):

1. Utilize Machine Learning for Data Segmentation:
2. Develop a Centralized Data Platform:
3. Conduct Predictive Modeling:
4. Iterate Based on Real-Time Data:
5. Personalize at Scale:

Oliver Heckmann (Google Travel):

1. Implement AI-Driven Customer Segmentation:
2. Use Data Visualization Tools:
3. Monitor Search Intent:
4. Integrate Cross-Platform Data:
5. Apply Real-Time Personalization:

Moderator:

"Thank you to all our experts for these actionable recommendations. It’s clear that defining an ICP is a multifaceted process, requiring a combination of qualitative insights, quantitative data, technology, and continuous iteration. Each approach offers valuable strategies that can help travel companies better understand and engage with their ideal customers. This concludes our second round—thank you for your contributions!"

Conclusion

If you've read to the end of the debate, you'll see we've unveiled a much more complete and diverse understanding of the subject of ICPs and how to develop them than if we would have just asked ChatGPT "Tell me how to make an ICP for my travel company".

The next time you have a complex subject that you need to understand. Try the Debate of Experts prompting technique.

Disclaimer

Again, none of the people mentioned above actually participated in this ChatGPT created debate. Thanks to each of them for their participation in the online community that helps LLMs have some understanding of their perspectives and teachings.

Would you like me to create more prompting tips for travel companies?

Let me know in the comments...