Upcoming Live eLearning Events: Hypothesis Testing for Survey Data, AI Tools That Cut Qualitative Analysis Time in Half

We are excited to invite you to our upcoming, instructor-led Live Events on important topics for all of us who work in Market Research & Insights. Conducted via Zoom, these events offer a unique chance to expand your knowledge, interact with expert instructors, and engage with peers, all from the comfort of your own space. Scheduled for 55 minutes each, to save you 5 minutes before your next meeting. Click Here to Sign Up.

Upcoming Events & Details:

Exploring Brand Loyalty Drivers—Primary Research Methodology Options

When: Tuesday, February 10 @ 1:00 PM ET.
Instructor: Jeff McKenna
Topic: This session helps researchers choose appropriate methods to uncover brand loyalty drivers under real‑world constraints. Participants learn how category dynamics, audience behavior, timelines, and budget shape the trade‑offs between qual and quant, and how to combine a wide range of methods to get meaningful loyalty insights.
Learning Objectives: 

• • Decide when to focus on attitudinal, behavioral, or experiential loyalty drivers and match them to suitable research methods.
  • Compare options such as IDIs, focus groups, communities, surveys, first-party data, and experiments for loyalty work under different time and budget conditions.
  • Design a right‑sized loyalty study plan for a specific category and audience, including a rationale that clients will accept.

Level: All—Suitable for all levels.
Format: How-to.

Hypothesis Testing for Survey Data—Chi-Square, T-Test, and Z-Test Explained

When: Thursday, February 26 @ 3:00 PM ET.
Instructor: Julie Worwa
Topic: This session offers a clear, friendly refresher on core hypothesis tests for survey data so researchers can interpret results with confidence in client-facing work. Participants learn when and how to use chi-square, t-tests, and z-tests, with plain-language examples from consumer insights and CX research.
Learning Objectives: 

• • Identify which test (chi-square, t-test, or z-test) fits common survey questions about differences and relationships.
  • Interpret p-values, significance, and basic test outputs so results can be explained to non-technical stakeholders.

Level: 2—For those with basic market research knowledge, typically 2-5 years in the field. 
Format: How-to.

AI Tools That Cut Qualitative Analysis Time in Half

When: Tuesday, March 10 @ 1:00 PM ET.
Instructor: Kathryn Korostoff
Topic: How can researchers use AI tools to accelerate qualitative analysis for IDIs and focus group transcripts without compromising rigor or insights quality? This session will demonstrate multiple AI-assisted approaches for coding, summarization, and theme development, while showing where human judgment is still required to avoid misinterpretation, overgeneralization, and missed nuance. Attendees will see practical examples of how to integrate AI into existing qualitative research workflows and evaluate tool outputs critically.
Learning Objective: After this Live Event, researchers will be ready to confidently apply multiple AI tools to speed qualitative analysis for interview and focus group transcripts, assess output quality, and identify common risks when relying on AI-generated insights.

Level: 2—For those with basic market research knowledge, typically 2-5 years in the field.
Format: Tool Demo.

Managing Up for Researchers: Demonstrating Impact and Earning Trust

When: Thursday, March 26 @ 3:00 PM ET.
Instructor: Jeff McKenna
Topic: Managing up as a researcher requires clearly demonstrating impact, aligning insights to business priorities, and building credibility with senior stakeholders. This session will translate proven management-up principles into practical strategies researchers can use to communicate value, anticipate executive concerns, and position research as a decision-making asset rather than a cost center. Attendees will leave with a structured, time-bound approach for strengthening trust and influence with leadership, informed by perspectives commonly discussed in Harvard Business Review.
Learning Objectives: Participants will leave equipped to create and implement a practical 60-day plan for managing up, demonstrating research impact, and strengthening trust with senior business stakeholders.

Level: All—Suitable for all levels.
Format: Hot Topics.

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