Pre-Conference AI Workshops

Both courses will be held on June 4, 2024
Fee per workshop: Members $300 (before April 19), $350 (after April 19) | Non-Members $350 (before April 19), $400 (after April 19)
Register for both and save: Members $550 (before April 19), $650 (after April 19) | Non-Members $650 (before April 19), $700 (after April 19)

Unlock the Potential: Leveraging AI for Competitor Analysis

8:30 am – 12:15 pm
includes breakfast and lunch

Overview

AI tools represent the next generation in Competitive Intelligence analytics. They help companies sift through large amounts of data and distill the information into digestible insights for a greater understanding of the competitive landscape. This workshop will review key AI tools and will also provide specific examples of how ChatGPT can be optimized for competitor analysis.

Workshop Objectives

This workshop will explain how AI tools are used to streamline and automate key elements of the Competitive Intelligence process as well as provide direction in selecting an AI tool to assist participants in their competitive intelligence efforts. This workshop will also equip participants with some basic knowledge and skills to leverage ChatGPT in gathering and analyzing competitive intelligence.

Programme Highlights

What are applications of AI in Competitive Intelligence
What to look for in selecting your AI tool for competitor analysis.
What are popular AI tools for competitor analysis to consider
A guide to harnessing ChatGPT for competitive intelligence analysis.
Best practices for optimizing the use of ChatGPT in competitive intelligence tasks.

Several mini-cases will be used to help participants grasp these topics effectively.

Who should attend

Research suppliers looking to expand their competitive intelligence toolkit
Analysts tasked with sifting through large amounts of competitor data
Marketers needing to respond quickly and effectively to competitor threats
Consumer insight managers assigned to enhance their company’s customer experience
Marketing professional seeking to expand their competitive intelligence skill set.

Practical Information

Bring Your Laptop: Hands-on elements will require a laptop to participate fully.

About Your Instructor – David Lithwick

David’s career in Competitive Intelligence began 35 years ago, taking him through the intricacies of over 500 assignments covering more than 25 industries. This experience not only led him to develop cutting-edge CI analytic tools but also to impart his knowledge through teaching Competitive Intelligence at corporations, university executive programs, government agencies, and marketing associations.

AI Beyond the Obvious

1:00 pm – 4:45 pm
includes lunch

Overview

Dive into the world of AI with our hands-on workshop designed for market research professionals eager to explore AI applications in their field. This standalone course, suitable for those looking to get their feet wet in AI, focuses on practical, current applications relevant to market research, with special emphasis on both qualitative and corporate interests. Regardless of your background, this in-person workshop is designed for researchers, from beginners to those who use AI every day.

Why this Workshop?

As AI reshapes industries, understanding its potential in market research is essential for professionals aiming to leverage cutting-edge tools for deeper insights and impactful presentations. This workshop demystifies AI, offering a practical guide to integrating AI tools and methodologies into market research workflows.

Programme Highlights

During this comprehensive 3.75 hour course, we will cover the following:

Foundations of AI in Market Research: Grasp the basics of AI and how it's transforming data analysis, trend prediction, and consumer behaviour understanding.
Hands-On Learning: Through interactive sessions and hands-on exercises, learn to apply AI tools in real market research scenarios, enhancing data collection, analysis, and presentation.
Specific Applications in Qualitative Research: Discover how AI can enrich qualitative research, from sentiment analysis to thematic exploration.
AI-Enhanced Presentations: Learn techniques to incorporate AI into your presentations, making them more engaging and informative.

What will you learn?

After completing this training, you not only should you be able to efficiently utilize a wide variety of tools to deepen your research and enhance your presentations… you should become someone who can comfortably talk about the incredible possibilities of artificial intelligence in market research at a dinner party.

Who should attend?

This workshop is perfect for market researchers, corporate strategists, and anyone interested in integrating AI into their research toolkit. No prior AI knowledge is required, just a willingness to learn and explore. This is not a lean-back workshop. Audience participation will be encouraged and we will be trying the tools we learn.

Practical Information:

Bring Your Laptop: Hands-on elements will require a laptop to participate fully.

About Your Instructor – Daniel Berkal

Daniel Berkal is SVP Research at The Palmerston Group. Renowned for integrating AI into processes, Daniel's expertise lies in creative ethnographic methodologies. His team has conducted numerous immersive research methods globally, including focus groups, interviews, ethnographies, videographies, and ideation sessions. He has presented at global conferences on AI and its application to business. Recognized with the prestigious "Qually" award for qualitative research excellence, Daniel has worked with cutting-edge brands and gained recognition in global publications. He has been called "Hands down, the most unique, thoughtprovoking and game-changing qualitative researcher in the business. Period." Daniel speaks worldwide and has presented at a wide variety of industry events. He holds degrees from McGill University and The University of Texas at Austin, teaches at Humber College, and has served on the QRCA board.