Last month, I was catching up with a business coach who’s been expanding into some complex new areas of work. He was grumbling about spending hours researching industries he’d never worked in before. “I’m wasting so much time trying to get up to speed” he sighed. “There must be a better way. How can AI help?”
As it happens, it can. It’s called “Deep Research” – one of the most powerful yet underutilised capabilities in modern AI tools. And for service businesses here in NZ, it could be the productivity breakthrough you’ve been waiting for.
What is Deep Research, Really?
Forget basic chatbot responses. Deep Research is like having a tireless research assistant who can comb through hundreds of sources online, synthesise the information, and present it to you in a coherent, useful format.
Unlike a standard Google search (which gives you links to wade through) or a basic AI response (limited to what it was trained on), Deep Research actively searches the web for current information and delivers comprehensive answers – often with sources you can verify.
Think of the difference between asking a junior team member “What do you know about XYZ?” versus “Please research everything about XYZ and prepare a summary report.”
Which AI Tools Offer Deep Research?
Several major AI platforms now offer this capability, each with its own approach:
- ChatGPT Plus : OpenAI’s platform can perform detailed research when the browsing feature is enabled, delivering well-structured reports.
- Perplexity AI: Purpose-built for research, this platform excels at citation-rich answers and delivers results incredibly quickly.
- Google’s Gemini: Leverages Google’s search capability for comprehensive research with seamless integration into Google Workspace.
- Grok: From X (formerly Twitter), offers real-time information that’s particularly useful for trending topics and social media insights.
Testing Deep Research on… Deep Research
I was curious to see how these tools perform in real-world scenarios, so I decided to conduct a meta-experiment: I asked each platform to research how small business owners are using the “Deep Research” capabilities of AI in their marketing.
I gave each of them the simple prompt “ Please provide me the latest research on how small business owners are using the “Deep Research” capabilities of AI in their marketing”.
Here’s what I found:
ChatGPT came out on top with the most comprehensive response. It provided extensive NZ-specific data, including the eye-opening statistic that 95% of NZ small businesses using AI report revenue increases.
It slightly missed the mark because it did talk generally about how AI was being used for research rather than specifically focusing on the Deep Research capability, but the stats it collected were pretty impressive.
What impressed me most was its inclusion of multiple case studies featuring real businesses, including NZ examples like Nakie, making the information directly relevant to Kiwi business owners.
Gemini came in as a close runner-up with an academically robust response. It cited 25 sources and provided in-depth analysis of AI adoption trends and implementation strategies. While its business cases weren’t as NZ-focused, it delivered detailed insights on ROI metrics and future trends. The content was dense and authoritative, though perhaps less accessible for the average business owner looking for quick insights.
The other platforms delivered useful information but weren’t quite as thorough or locally relevant. This little experiment reinforced a key point: not all AI research tools are created equal, and the right one for you depends on your specific needs.
Links to their output are here – ChatGPT Gemini Perplexity Grok.
Which Tool Should You Choose?
Based on my testing and the comparative analysis of these platforms:
- ChatGPT: As mentioned before this one provided the most comprehensive response with extensive NZ-specific data and practical case studies including local examples. It excels at delivering thorough analysis, though it may take longer for complex topics.
- Gemini: Offers academically robust responses with extensive citations and in-depth analysis of trends. Its content tends to be more authoritative but sometimes less accessible for those looking for quick insights.
- Perplexity: Known for speed and clear citations, making it ideal when you need quick, verifiable information.
- Grok: Provides briefer responses which may be sufficient for simpler queries but lacks the depth of the other tools for extensive research tasks.
Getting Started: Try These Prompts
Want to test Deep Research for your service business? Here are some effective prompts to try:
- “Research the latest trends in [your industry] in New Zealand for 2025, with a focus on small to medium businesses.”
- “Compare the top 3 software solutions for [specific business need] for service businesses, including pricing for the NZ market.”
- “What are the most common compliance issues facing [your industry] in New Zealand this year, and what are best practices to address them?”
- “Research effective marketing strategies being used by successful [your industry] businesses in [your city/region].”
- “What are emerging client expectations for [your service] in 2025, and how are leading businesses adapting to meet them?”
The Bottom Line
Our time is our most precious asset. Deep Research tools can dramatically cut the hours spent on information gathering and research, allowing us all to focus on what we do best – serving our clients.
I’ve seen firsthand how these tools are transforming workflows for accountants, lawyers, consultants, and marketing agencies across New Zealand. The businesses that embrace these capabilities now will have a significant advantage in efficiency and insight in the coming years.
Have you tried using Deep Research capabilities in your business? I’d love to hear your experiences or answer any questions you might have.
