Beyond the Average: Exploring the Potential and Challenges of Large Language Models in Social Science Research

This paper delves into the integration of Large Language Models (LLMs) in social science research through a case study at the Centre for Consumer Society Research (CCSR). It examines the use of LLMs across the research cycle—including model development, data collection, analysis, editing, and reporting—highlighting how they can augment research efficiency and creativity. It also critically addresses the propensity of LLMs to contribute to average-quality research, underscoring the urgency for ethical guidelines and educational initiatives. The paper contributes significantly by mapping out the human, technological, and procedural barriers, and enablers to AI integration, providing a multifaceted view of LLM adoption and its implications for academia and policy making. Through empirical investigation and analysis, this study offers practical insights, establishes a baseline of current LLM use, pinpoints perceived limitations, and articulates calls for responsible governance within the social sciences.