Role-Based Programme
RB1194

AI for Market Research & Consumer Insights

Research Intelligence, Consumer Analysis & Strategic Insights

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for market research, consumer understanding, competitive intelligence, and insight generation.
  • Apply AI to analyse market trends, customer feedback, surveys, interviews, reviews, behavioural information, and competitor activity.
  • Use AI to accelerate research design, questionnaire development, qualitative coding, theme identification, and research summarisation.
  • Transform research findings into clear consumer insights, business implications, opportunity areas, and management recommendations.
  • Apply responsible AI practices related to privacy, research bias, source credibility, data quality, confidentiality, and human validation.

Tools covered

Generative AI AssistantsAI Search & ResearchMarket IntelligenceConsumer Feedback AnalysisSurvey AnalysisQualitative Research SupportQuantitative Data AnalysisCompetitor IntelligenceTrend AnalysisSentiment Analysis ConceptsResearch SummarisationPresentation Tools

Who should attend

  • Market Research Managers
  • Market Research Executives
  • Consumer Insights Managers
  • Consumer Insights Analysts
  • Customer Insights Professionals
  • Marketing Research Professionals
  • Brand Research Professionals
  • Marketing Analysts
  • Product Marketing Professionals
  • Brand Managers
  • Customer Experience Professionals
  • Strategy Professionals
  • Category Marketing Professionals
  • Business Intelligence Professionals
  • Marketing Managers

Prerequisites & Participant Readiness

  • Experience in market research, consumer insights, marketing analytics, branding, customer experience, or strategy
  • Familiarity with surveys, interviews, customer feedback, research reports, or market data
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret qualitative and quantitative information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, AI assistants, and research-support capabilities
  • Exploring AI applications across research planning, data analysis, synthesis, and reporting
  • Understanding how AI differs from traditional market-research and analytics tools
  • Recognising hallucinations, bias, fabricated evidence, and AI limitations
Practical activities
  • Mapping the research lifecycle to practical AI applications
  • Identifying high-value versus low-value research use cases
  • Comparing traditional and AI-assisted research workflows

Scenarios

Market Opportunity to Consumer Insight Strategy

Business Question → Market Research → Consumer Segmentation → Survey & Interview Analysis → Competitor Review → Insight Synthesis → Opportunity Areas → Strategic Recommendation

Participants use AI to analyse a simulated market opportunity, combine quantitative and qualitative evidence, identify consumer needs, and develop actionable strategic recommendations.

Declining Customer Preference to Insight-Led Recovery Plan

Customer Feedback → Survey Data → Sentiment & Theme Analysis → Segment Differences → Competitor Signals → Root-Cause Hypotheses → Priority Insights → Marketing Action Plan

Participants use AI to investigate a simulated decline in customer preference, identify evidence-based drivers, and translate research findings into a structured marketing response plan.

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