Intro to AI for Market Research - ChatGPT, Gemini, etc.

Overview

Learn how to leverage the best of AI for Market Research / Consumer Insights. This course is designed for anyone interested in research, regardless of previous experience or familiarity with AI.

It will teach you the basics of how to conduct both quantitative (surveys, MaxDiff, Conjoint, etc.) and qualitative (focus groups, user interviews, etc.) research with the assistance of AI - whether you're an experienced market research professional or an entrepreneur, marketer, or product owner who needs to run their own research. The course begins with introductions to Market Research (MR) and a number of different AI tools to create a base foundation of knowledge.

We then move into a hypothetical product launch to demonstrate the different use cases of AI for Market Research - from creating a research brief to designing questionnaires, surveys & discussion guides, to creating an analysis plan. We'll also show how we can use AI to learn about different methodologies.

While the course primarily focuses on ChatGPT and Gemini, we also highlight a variety of other tools and resources you can use to stay up-to-date on the ever-evolving AI landscape. We'll demonstrate how AI can be used for initiatives like compiling competitive intel, audience research & personas, creating and refining a brand name & logo, identifying the optimal marketing messaging, and pricing.

We conclude by leveraging Midjourney to design a custom advertisement for the product and seeing what's possible when two experts in AI photography create something for us. The goal for this course is to ensure you're confident and well-equipped to run your own market research projects!

Syllabus

• Course Introduction
Overview of AI in Market Research
Course Structure and Goals
• Fundamentals of Market Research
Introduction to Quantitative Research
Surveys
MaxDiff
Conjoint Analysis
Introduction to Qualitative Research
Focus Groups
User Interviews
• Introduction to AI Tools
Overview of ChatGPT
Overview of Gemini
Overview of Other Relevant AI Tools
• AI in Quantitative Research
Developing Research Briefs
Designing Questionnaires and Surveys
Utilizing AI for Data Analysis
Learning about Research Methodologies with AI
• AI in Qualitative Research
Creating Discussion Guides
Using AI to Analyze Qualitative Data
AI for Understanding Consumer Sentiments
• Application: Hypothetical Product Launch
Step-by-Step Research Process
Designing a Survey with AI
Conducting Focus Groups with AI Assistance
• AI for Competitive Intelligence
Compiling Competitive Intel
Audience Research & Personas
• AI in Branding and Marketing
Creating and Refining a Brand Name & Logo
Identifying Optimal Marketing Messaging
Pricing Strategy Development
• Final Project: Advertisement Design
Introduction to Midjourney
Designing a Custom Advertisement with AI
• Staying Current in the AI Landscape
Tools and Resources for Ongoing Learning
Trends in AI for Market Research
• Course Conclusion
Recap of Key Learnings
Preparing for Independent Market Research Projects

---

Taught by

Scott Garrison

---

Subjects

Business