Role-Based Programme
RB1193

AI for Market Research & Consumer Insights

Smarter Research, Consumer Understanding & Data-Driven Marketing Decisions

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Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Understand how AI can support Market Research and Consumer Insights across research design, data analysis, synthesis, and reporting.
  • Apply AI to analyse surveys, interviews, reviews, customer feedback, market trends, and competitor information.
  • Use AI to identify consumer needs, behaviours, motivations, pain points, and emerging patterns from qualitative and quantitative inputs.
  • Develop practical skills for research-question development, segmentation, insight generation, persona creation, and management reporting.
  • Understand responsible AI use, privacy, research bias, source validation, data quality, and human judgement in consumer research.

Tools covered

Generative AI AssistantsAI Search & ResearchSurvey AnalysisInterview & Focus Group AnalysisConsumer Feedback AnalysisCompetitor ResearchTrend AnalysisPersona DevelopmentInsight SynthesisAI-Powered Presentation Tools

Who should attend

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

Prerequisites & Participant Readiness

  • Basic understanding of marketing, market research, or customer analysis
  • Familiarity with surveys, interviews, customer feedback, or research reports is helpful
  • Basic spreadsheet and digital-tool skills
  • No programming or technical AI knowledge required
  • Prior AI-tool experience is helpful but not mandatory

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to market and consumer research
  • Understanding how AI can support research, analysis, synthesis, and reporting
  • Distinguishing AI assistance from traditional research tools, analytics, and search
  • Understanding AI limitations, hallucinations, bias, and data-quality risks
Practical activities
  • Identifying recurring research activities suitable for AI assistance
  • Comparing traditional and AI-assisted approaches to a research task
  • Mapping AI opportunities across the research lifecycle

Scenarios

Consumer Feedback to Marketing Insight

Survey & Feedback Data → AI-Assisted Analysis → Themes → Consumer Needs → Segment Differences → Key Insights → Business Implications → Marketing Recommendation

Participants use AI to analyse sample survey and customer-feedback data, identify meaningful themes and segment differences, and prepare evidence-based marketing insights.

Market Trend to Consumer Opportunity

Market Signals → Competitor Research → Consumer Behaviour → Emerging Need → Opportunity Area → Target Segment → Insight Story → Management Recommendation

Participants use AI to combine market, competitor, and consumer information to identify a potential opportunity and develop a concise insight-led recommendation for management review.

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