Pre-Conference Workshops

In conjunction with the Conference, CAIP Canada is offering two popular half-day workshops. The workshops will take place the day before the Conference on Monday May 26th from 8:30 am to 4:45pm. Attending on Monday is a great way to extend your learning experience.

Workshop 1:

Stories that Move: Storytelling and Empathy in Market Research and Insights

In a world where change happens at lightning speed, storytelling and empathy are essential to delivering research that resonates and inspires action. This interactive workshop will explore how to design research holistically through the lens of empathy—considering the story from the very beginning. Through practical tools and collaborative exercises, participants will learn to create compelling narratives that transform data into insights, connect on a human level, and drive meaningful decisions in rapidly evolving environments.

Instructor:

Deborah Klotz, CAIP

Vice President, Insights at Upwords Inc.

Workshop 2:

Generative AI in Market Research & Insights: Hands-On for Immediate Impact

Join us for this pre-conference workshop designed specifically for market research and insights professionals. This session offers an engaging mix of foundational theory and, more importantly, hands-on exercises focused on practical applications of generative AI for professional outcome. Our goal is to equip you with approaches and strategies that you can incorporate into your daily work.

What to Expect:

• Core Concepts Made Practical:
Begin with an accessible overview of generative AI fundamentals. Learn how key concepts—such as tokens, temperature settings, and other parameters—directly influence AI-generated outputs, helping you to understand what’s really going on under the hood and to fine-tune your approach to improve your outcomes.

• Interactive Exercises:
This workshop is built around practical, real-world exercises. You will work through live scenarios that can be implemented using widely available generative AI tools like ChatGPT. These hands-on activities are designed to simulate your everyday research and insights tasks and challenges, and to give you the confidence to experiment with AI in your own projects right away.

• Synthetic Data in Market Research:
We will touch on the latest around synthetic data to provide context about its evolving role in market research. You’ll gain a primer on synthetic data concepts, current applications and platforms, and discuss potential strengths and pitfalls.

• Tool-Ready (and Agnostic) Environment:
To ensure you can participate smoothly, attendees will be provided free access to MQO Research’s secure “MQO A.I. Hub” platform (mqo.ai) for live exercises, and for themselves and their organizations for two weeks following the workshop. This means you do not need any special software on your own device; you can also choose the AI tools you’re already familiar with if you prefer.

Who Should Attend:

This workshop is ideal for market research professionals in Canada who are eager to bring practical AI tools into their workflows. Whether you’re new to AI or looking to upgrade your existing skills, this session will provide clear, immediately applicable insights to boost your research projects.

Logistics:

• Duration: 3.5 hours
• Format: In-person pre-conference workshop
• Requirements: Just bring your laptop with internet access. We’ll provide the necessary access to MQO Research’s “MQO A.I. Hub,” ensuring you have everything you need to participate in a fully interactive experience (or use your own favourite generative AI platform).