Role-Based Programme
RB1192

AI for Market Research & Consumer Insights

Smarter Research, Audience Understanding & Marketing Decisions

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Duration
4 Hours
Level
Awareness
Delivery
Instructor-Led
Format
Awareness Session

Programme Objectives

  • Understand how AI can support Market Research and Consumer Insights across research design, information gathering, analysis, and reporting.
  • Explore practical AI applications for analysing consumers, markets, competitors, surveys, reviews, and qualitative feedback.
  • Apply structured prompting techniques to generate research questions, audience insights, themes, hypotheses, and management summaries.
  • Use AI to improve productivity across secondary research, survey preparation, insight generation, segmentation, and presentation development.
  • Recognise source quality, research bias, privacy, data accuracy, confidentiality, and human-validation requirements when using AI for consumer research.

Tools covered

Generative AI AssistantsAI Search & ResearchMarket ResearchConsumer ResearchSurvey AnalysisAudience SegmentationSentiment & Feedback AnalysisCompetitor ResearchAI-Powered Reporting & Presentation Tools

Who should attend

  • Market Research Executives
  • Market Research Managers
  • Consumer Insights Professionals
  • Consumer Research Analysts
  • Marketing Research Professionals
  • Customer Insights Professionals
  • Marketing Analysts
  • Brand Research Professionals
  • Product Marketing Professionals
  • Category Marketing Professionals
  • Customer Experience Researchers
  • Strategy & Insights Professionals
  • Competitive Intelligence Professionals
  • Audience Research Professionals
  • Marketing Insights Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of marketing, customers, or market research
  • Familiarity with surveys, customer feedback, market reports, or consumer data is helpful
  • Basic analytical and research skills
  • No programming or technical AI knowledge required
  • No previous AI-tool experience required

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to market and consumer research
  • Exploring AI applications across research, surveys, feedback analysis, segmentation, and reporting
  • Understanding the difference between AI-assisted research, traditional research, analytics, and researcher judgement
  • Recognising AI limitations, hallucinations, incomplete samples, and unsupported consumer assumptions
Practical activities
  • Identifying high-value AI applications across a typical research workflow
  • Comparing a traditional research activity with an AI-assisted approach

Scenarios

Market Question to Consumer Research Plan

Business Question → AI-Assisted Research → Market Context → Research Questions → Target Audience → Survey / Interview Questions → Research Plan

Participants use AI to transform a sample business question into a structured market and consumer research plan with clear objectives, target audiences, and research questions.

Consumer Feedback to Marketing Insight

Customer Feedback → AI-Assisted Theme Analysis → Needs & Pain Points → Consumer Segments → Key Insights → Marketing Implications → Insight Summary

Participants use AI to analyse sample consumer feedback, identify recurring themes and needs, and convert the findings into structured insights for marketing decision-making.

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