Artificial Intelligence (AI) Essentials for Market Research: From Basics to Practical Application

Unlock the power of AI and discover how it can transform your market research with practical, easy-to-use tools.

This hands-on course introduces the fundamentals of artificial intelligence (AI) and its transformative role in market research. Perfect for those new to AI, the session provides an accessible exploration of key concepts and practical examples. Participants will gain insight into different types of AI, including generative AI for content creation, predictive algorithms for sales insights, and automation tools that simplify everyday tasks.

Through interactive demonstrations, you’ll work with leading tools like ChatGPT, Co-Pilot, Claude, and Adobe Express, learning how to enhance survey design, analyse data, and create compelling presentations. The course concludes with a step-by-step guide to developing a custom GPT tailored for market research applications, equipping you with the confidence and skills to incorporate AI into your work immediately.

Learning Outcomes:
By the end of this course, participants will:

• Understand core AI concepts and their applications in market research.
• Explore generative AI tools for creating surveys, analysing data, and generating reports.
• Gain hands-on experience with tools like ChatGPT, Co-Pilot, Claude, and Adobe Express.
• Develop a custom GPT to solve specific market research challenges.
• Improve efficiency and effectiveness in research workflows using AI.

Who Will Benefit:
This course is ideal for market researchers, analysts, and professionals who are new to AI and want to confidently integrate it into their research practice.

Learning Method:
Interactive demonstrations, practical activities, and group discussions.

Course Delivery Mode:
Online.

Trainer Biography:
Karolyn Webb is a Associate Professor of Business Analytics at University of Nottingham, Visiting Lecturer, and former Data Scientist with over three years of experience in market research as Head of Research Technology. She specialises in AI-driven solutions, having developed advanced tools such as GPT-based thematic analysis platforms. Karolyn delivers courses on Emerging Technologies in Marketing at the University of Hertfordshire and is designing an online course on Data Analytics and AI for the University of Nottingham’s Business School. As a Chartered Psychologist, she combines expertise in technology and education with a passion for making AI accessible and impactful for professionals.