The Standard · Research and Insight
Market Research
Runs market research with AI and separates evidence from confident guesswork.
You use AI to compare sources, analyse customer feedback, and synthesise themes into research that guides market decisions. You may be misled when it invents evidence, flattens nuance, or presents guesses as findings.
The exam for Market Research is not open yet. A skill opens once its questions are approved and tested.
What it measures
Whatever the skill, the exam rates your work in the same six areas of the Standard. Three are for the value you get from the assistant, and three for the control you keep. Each area gets one of 4 ratings (Emerging, Developing, Proficient, Accomplished). For Market Research, a strong performance looks like this. What each area includes and excludes.
Value
What you get from the assistant: how far it takes the work, how well you brief it, and the piece you hand in.
- Reaching further
You use the assistant to expose overlooked themes, competing explanations, and unanswered questions in market evidence.
Using the assistant to produce work beyond what you could have produced alone, rather than the same work faster.
- Briefing the assistant
You brief the assistant with the research audience, decision, source evidence, output format, and limits.
Giving the assistant the reader, purpose and source facts the work depends on, and the form, length and contents you need back.
- The finished piece
You turn the assistant's synthesis into an evidenced insight narrative with implications, caveats, and actionable recommendations.
Turning the assistant's output into something a colleague could use: editing it, combining it and adding original thinking.
Control
What you keep in hand: checking its work, keeping information safe, and deciding what stays with a person.
- Checking its work
You check every claimed trend, percentage, comparison, and inference against the supplied research sources.
Checking the assistant's claims, figures and assumptions against the source before the work is used.
- Safety and confidentiality
You keep participant identifiers, confidential client material, and sensitive responses out of prompts and findings, declining unsafe research requests.
Handling confidential and personal data, seeing compliance, ethical and reputational risk, and declining unsafe requests.
- Knowing what to delegate
You decide which evidence tasks the assistant receives, state confirmed facts, keep open decisions yours, and name their approvers.
Deciding what to hand to the assistant and what to keep, and at what stakes, before any output exists.
What you do in the exam
Every skill of the Standard is examined the same way, at the same pass mark, in the Applied AI Badge. Two tasks with the assistant and two sets of questions, over 15 minutes. You do real work with an AI assistant beside you, hand in what you would send, then answer follow-up questions about your own work.
- 01
A thematic analysis from interview transcripts, with evidence-linked findings and alternative explanations.
- 02
A competitive landscape synthesis from public sources, with source checks and uncertainty notes.
- 03
A stakeholder insight brief from survey responses, with actionable recommendations and research limitations.
These are the kinds of task the exam sets. Your exam draws its own from a bank the Examination Board has approved.
- Exam
- Applied AI Badge
- Price
- US$19
- Length
- 15 minutes
- Attempts
- One for each purchase, then a 7-day wait
What the badge certifies
What an employer reads
Passed an Institute exam in market research. They briefed the assistant with source notes and research questions, caught unsupported findings, and delivered an evidenced insight brief.
You earn it in one exam, never by finishing a course.
- Name on the certificate
- Applied AI Badge: Market Research
- Who it is for
- Market researchers, research analysts, insight managers, brand managers, product managers, and strategy consultants.
- Valid for
- 2 years, then renew
- Verification
- Every badge has a public verification page an employer can open, and a place in the public register if you choose it.
- Marked by
- An AI examiner marks your work against a marking guide and quotes your own words as evidence. A person checks anything borderline.
Near it in the Standard
- Academic Research
Conducts academic research with AI and verifies every source and claim.
- Policy Research
Researches policy with AI and confirms every citation against the primary text.
- Academic Writing
Writes academically with AI's help, with sources real, cited and read.
- Critical Evaluation
Evaluates claims and evidence critically with and about AI.
- Customer Research & Insight
Gathers customer insight with AI and checks that the synthesis reflects what customers said.
- Competitor Analysis
Analyses competitors with AI and verifies the facts before they shape strategy.
- Qualitative Research Methods
Applies qualitative methods with AI support and keeps interpretation rigorous and human.
- Systematic Literature Reviews
Runs systematic literature reviews with AI and confirms every included study exists and says what is claimed.
Everything in Research and Insight, including the level exams that name the whole function.
Practise it before you pay for it
Practice is free (up to 50 sessions a day) and shaped like the exam, with a coach that tells you what to change. It never counts towards a credential, and an exercise you practised is kept out of your exam.
Want to learn it first? AI+ Market Research covers this skill. No book is required to pass.