Role-Based Programme
RB1195

AI for Market Research & Consumer Insights

Advanced Research Intelligence, Consumer Analytics & Strategic Insights

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across market research, consumer understanding, competitive intelligence, trend analysis, segmentation, and insight generation.
  • Use AI-assisted research to identify market dynamics, emerging consumer needs, behavioural patterns, category shifts, and strategic opportunities.
  • Apply AI to analyse qualitative and quantitative research, surveys, interviews, feedback, social conversations, and secondary research.
  • Transform complex research findings into clear, evidence-based business insights, recommendations, and executive narratives.
  • Build responsible AI-enabled Market Research and Consumer Insights workflows with strong validation, privacy, bias control, source governance, and human oversight.

Tools covered

Generative AI AssistantsAI Search & Deep ResearchMarket IntelligenceConsumer ResearchSurvey AnalysisQualitative Research AnalysisText & Sentiment AnalysisSegmentationPersona DevelopmentCompetitor IntelligenceTrend AnalysisData InterpretationInsight StorytellingWorkflow AutomationAI Agents

Who should attend

  • Market Research Managers
  • Consumer Insights Managers
  • Market Research Analysts
  • Consumer Insights Analysts
  • Customer Insights Professionals
  • Marketing Analysts
  • Brand Research Professionals
  • Category Insights Professionals
  • Customer Experience Research Professionals
  • Qualitative Researchers
  • Quantitative Researchers
  • Competitive Intelligence Professionals
  • Product Research Professionals
  • Strategy & Marketing Professionals
  • Marketing Leaders Responsible for Research & Insights

Prerequisites & Participant Readiness

  • Experience in market research, consumer insights, marketing analytics, brand research, customer research, or strategy
  • Familiarity with surveys, interviews, market reports, customer feedback, and basic research methodologies
  • Basic awareness of Generative AI and common business applications
  • Comfort working with qualitative, quantitative, and secondary research information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, AI search, multimodal AI, analytics, and AI agents
  • Exploring AI applications across desk research, primary research, analysis, synthesis, and reporting
  • Distinguishing AI-assisted research from automated answer generation
  • Understanding hallucinations, source quality, bias, privacy, and human accountability
Practical activities
  • Mapping AI opportunities across the research lifecycle
  • Identifying activities suitable for augmentation, automation, or expert ownership
  • Creating an AI opportunity map for Market Research teams

Scenarios

Declining Customer Preference to Consumer Insight Strategy

Business Problem → Research Questions → Customer Feedback → Survey & Interview Analysis → Behavioural Patterns → Consumer Needs → Insight → Recommendation

Participants use AI to investigate declining customer preference, analyse qualitative and quantitative evidence, identify underlying consumer needs and barriers, and develop actionable marketing recommendations.

Emerging Market Opportunity to Strategic Research Recommendation

Market Signals → Industry Research → Competitor Analysis → Consumer Trends → Segmentation → Opportunity Assessment → Strategic Insight → Executive Recommendation

Participants use AI to evaluate an emerging market opportunity, combine market and consumer evidence, assess competitive dynamics, and create a leadership-ready research recommendation.

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