How to Leverage AI for Market Research and Insights

Overview

Learn how to assess, adopt and use AI in the context of market research and insights. We will cover the tools, their uses, how you can assess and deploy them, and the key issues you need to consider.

What You'll Gain

Today, everybody needs a grounding in AI to ensure they are not left behind. The world is changing so fast that a key broad understanding of all the changes that are happening and how they work together is key. This course will enable you to plan your immediate future in the context of blending the new tools with established thinking to deliver value.

Who should attend?

The course will be relevant to anybody in the insights and research ecosystem, to help them prioritise the personal development. The course will be essential to anybody making decisions about how their organisation should utilise AI including the buyers and users of research, research agencies, and the providers of services to the research industry.

Level of Learning:

Each module will start with the general and move through to the key details you need to know. For example, what are the key LLMs and how are they being used would be a general level. The importance of being able to create Agents, the significance of context window size, and the benefits of creating local versions of models are examples of the topics we would cover beyond the general.

Schedule Overview

The programme will include:

• The LLM Landscape

  • The key platforms, their core functions, and how they are being used.

• AI-Powered Tools

  • The range of tools available, their impact on research paradigms and practices, how to assess new tools.

  • Showing use cases that include data collection, qual and quant analysis, and reporting.

• Synthetic Data and Personas

  • What is synthetic data, how is it being used (including case studies), and how to evaluate synthetic data.

• The Human Angle

  • How do we keep the human in the loop, what skills do we need, how do we blend human intelligence with AI, and how to create a personal development plan.

• Workflow and Implementation

  • The 70:20:10 rule, integrating new tools into live processes, creating implementation plans.

• The Challenges

  • Ethics, biases, costs, privacy, climate, and ensuring accuracy.

• Next?

  • What is coming down the wire and how to be future proof.

What is ESOMAR Academy?

This exclusive virtual training provides six hours of in-depth content across three engaging live sessions, offering an extended exploration of the subject. Designed for flexibility, you'll have access to helpful resources, the trainer’s contact information for ongoing support, and the opportunity to earn a certificate upon completion. Plus, the entire training will be available on-demand for up to 12 months, allowing you to revisit and refresh your knowledge at your convenience.

This course spans two hours per day for three days. What time is 12:00 UTC for me?