Skip to Main Content

Marketing

This guide is for students enrolled in marketing courses.

Introduction

Transcript: Download the file (106.87 KB)
Audio: Download the file (6.9 MB)

CLEAR Framework

The CLEAR framework is a set of prompting guidelines designed to optimize interactions with GenAI tools like ChatGPT. 

CLEAR stands for Concise, Logical, Explicit, Adaptive, and Reflective (Lo, 2023).

Avoid any unnecessary words or information so that the AI tool can understand your request clearly. In other words, strive for brevity and clarity in your prompts.

Do this by:

  • Using clear, simple keywords
  • Avoiding irrelevant or repetitive words
Instead of   Use
"Please provide a detailed and comprehensive analysis looking at factors impacting the electric vehicle or EV industry in Canada."   “Analyze the factors impacting the future of the electric vehicle industry in Canada.”

Use a clear, step-by-step structure to help guide GenAI through the desired process or thought pattern.

Do this by:

  • Breaking down your prompt into parts or steps
  • Asking GenAI to think through your prompt step-by-step
Instead of   Use
“How do I write a good paper?”  

“First, list the steps of writing a research paper. 

Then briefly describe each step.”

Be specific about what you want GenAI to do.

Do this by:

  • Assigning a role (e.g., tutor, historian, etc.)
  • Specifying the audience (e.g., beginner, professional, etc.)
  • Setting constraints (e.g., 300 words, bullet points, etc.)
  • Providing non-copyrighted examples
  • Indicating the temperature (more precise = 0, more creative = >1)
If   Then
“Tell me about elderly care.”   “In 500 words or less, explain the types of elderly care from a healthcare professional’s perspective, using language suitable for a first-year undergraduate (temperature=0).”

Adjust prompts based on the context and GenAI’s previous responses to refine and improve its output.

Do this by:

  • Revising your initial prompt
  • Checking for understanding (e.g., "is that clear?", "do you have any questions for me before answering?")
  • Collaborating with AI (e.g., "what else do you need?")
If   Then
GenAI’s response to your initial prompt is too broad    “What details would you need from me to make your answer more specific?”

Think critically about GenAI's output and how future prompts could be improved.

Do this by:

  • Using lateral reading to fact-check GenAI's response
  • Asking GenAI the same question twice to see how its responses differ
  • Asking GenAI for its reasoning
If   Then   Next
You receive an AI-generated output (e.g., about the Humber River watershed in Toronto)   Assess the output for accuracy, relevance, and completeness– noting any strengths or gaps   Use insights to refine future prompts (e.g., asking for specific info on biodiversity or conservation efforts)

RISEN

RISEN (Balmer, 2024) is another prompting mnemonic that has found some popularity in the domain of digital entrepreneurship and may offer some useful strategies to structure your prompts.

Ask the GenAI to take the role of a subject matter expert in the topic you are interested in.

 

Example:

"Take the role of a housing policy researcher who has spent several years investigating the housing crisis in Ontario."

Provide the GenAI with explicit instructions for the behaviour or task you want it to complete.

 

Example:

"Provide a comprehensive list of everything I should consider in an undergraduate study on the housing crisis in Ontario."

Provide a guiding structure or steps for the GenAI to generate its response.

 

Example:

"1. Start by listing all the possible causes of the housing crisis.

2. Then describe the impacts on the social determinants of health.

3. For each item, offer a leading solution from a policy perspective."

Provide an overall end goal to guide the GenAI’s focus.

 

Example:

"The solutions offered in the list will be used to identify gaps and opportunities for research on their effectiveness."

Establish constraints or key requirements for style, tone, or format for the GenAI’s output.

 

Example:

"Ensure the list does not exceed 500 words and utilizes an informed and professional tone. Ensure that each cause, impact, and solution are grouped together under the same numbered heading."

Balmer, K. (2024, March 5). You’re using ChatGPT wrong - upgrade prompts with this framework [Video]. YouTube. https://youtu.be/RlmSQiMW3nk

Harvard University's Getting Started with GenAI Prompts

Below is a list of additional prompting tips, adapted from Harvard University (2023).

Specificity is key in any research endeavour. The same is true when engaging with genAI. When you're developing a prompt, try to be as specific as possible with your ask. Not only will that likely lead to more meaningful, relevant outputs, it may also limit the chances of inaccuracies in outputs. Another added bonus is that you have an opportunity to reflect on your topic or question at the start of the journey.

 

Example

If you’re looking for a good meal in Etobicoke, asking “What is the best restaurant in Toronto?” could return results from the entire city. Asking “What is the best restaurant in Etobicoke [or Rexdale]” gives you a better chance of finding what you’re looking for.

When prompting genAI, consider if asking the AI to take on a specific role might help focus the output you're seeking. The AI will try to take on that role as it develops the output.

 

Example

If you're need to learn about the origins of the universe, you could ask the genAI to explain that phenomena "acting as if it were a cosmologist."

GenAI can produce outputs in many formats (essays, reports, summaries, etc), and so specifying how you'd like the output presented may be helpful.

 

Example

If you'd like a to learn about the plot of a film to see if it's something you'd like to watch, you could ask the genAI to "provide a plot summary of the film Seven Samurai, without spoilers."

Try to be clear with genAIs about what you do or don't want in the output you receive. If you have specific dietary restrictions when asking for a particular recipe, include those.

 

Example

If you'd like a recipe for multigrain bread, but are allergic to buckwheat, you could ask to "provide a multigrain bread recipe without buckwheat as an ingredient, that also does not require a bread machine."

If you'd like the output you receive from the genAI platform to be similar to a specific style , you can share a sentence or paragraph as an example with the genAI platform.

 

Crucially though, do not infringe on copyright:

  • Do not upload copyrighted works
  • Do not AI to rewrite or reproduce a copyright work
  • Do not ask the genAI to create a substantially similar work to a copyrighted work

You can provide notes on specific tones and audience for the output you'd like to receive back.

 

Example:

"Could you explain the expansion of the universe in a comedic manner for an audience of first year undergraduate students?"

Prompt engineering, as with starting on research on a specific topic, is a learning process. You get better at it over time as you adapt, reflect, and continue to learn. In this case, working from an initial prompt you have thought of is a good start. Building on it with some of the strategies discussed above will help you augment and refine the prompt (and so the output) as well as your own skills.

Many genAI platforms ask for feedback already in different ways - whether that is typed response from you, a thumbs up/thumbs down, or more. You can provide feedback to help the platform learn. Consider engaging with the genAI platform as though it were a colleague or teammate that you're working together with on a project/topic.

As a starting point, you could even ask the genAI platform to create a prompt for you.

 

Example

If you have a basic idea of the topic you'd like to explore, you could ask the platform "What should I ask you to help me understand the significance of Joni's Mitchell's music?" Additionally, you could add something like "Tell me what else you need to do this" to help fill in gaps left by the AI.

Harvard University Information Technology. (2023). Getting started with prompts for text-based generative AI tools. https://web.archive.org/web/20240927165834/https://huit.harvard.edu/news/ai-prompts

Additional Prompt Engineering Resources