Pre-Conference Workshops

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*Please note a laptop is required for the workshops

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Morning Workshop

Breakfast 8:00

Workshop 8:30am-12:15pm

Lunch 12:15

Intro to Market Research Semiotics: Going Deep Into Qual

This half-day workshop will teach you the fundamentals of semiotic analysis, a specialized qual methodology designed to give you deep, bathymetric layers of insight beyond consumer-facing approaches. If you’ve ever struggled to work with shallow, monosyllabic respondent answers (or shrugs!), semiotics will open up avenues of meaning for you and your project – it taps into the shared cultural foundations of communication and meaning, and can inform research in any industry or category. The workshop starts with some theory, so you’ll understand what you’re doing, but then moves quickly onto guided, hands-on practice conducting your own semiotic analyses across a range of media and texts: words and written language, print advertising, TV advertising, packaging, and music – enabling you to look at virtually all aspects of market research through a new lens, in a new light.

Why Attend

Attending this workshop will equip you with the tools to move beyond surface-level responses and access the deeper meanings embedded in cultural context. Whether you are seeking to enhance your qualitative research skills, bring innovative approaches to your team, or simply wish to better understand the implicit codes that drive consumer behavior, this session provides practical strategies, hands-on experience, and a new lens through which to interpret market realities. It’s an opportunity to build expertise in a method that brings clarity and richness to both client projects and your own professional development.

Who Should Attend

Market researchers seeking deeper qualitative insights
Brand strategists and communications professionals
Product managers and innovation teams
Anyone frustrated by surface-level responses in qualitative studies
Researchers or analysts interested in cultural context and meaning-making

Course Format

The workshop is structured as a half-day session, beginning with a concise introduction to semiotic theory and its relevance in market research. The majority of the program is dedicated to interactive, hands-on exercises, allowing participants to practice semiotic analysis on a variety of media types, including written language, advertisements, packaging, and music. This experiential format ensures that attendees gain both a theoretical foundation and practical skills to apply immediately in their work.

Learning Outcomes

Understand the principles and value of semiotic analysis in market research

Gain practical experience conducting semiotic analysis across multiple media types
Learn to extract deeper layers of meaning from qualitative data
Develop skills to interpret cultural codes in communication and branding
Be able to apply semiotic methods to enhance research projects in any sector

Instructor

Dr. Charles Leech holds his PhD in Applied Semiotics and Media Studies and has worked tirelessly as an evangelist for market research semiotics his entire career, which is 25 years and counting. He has instructed market research clients and practitioners in semiotic analysis for the QRCA, PMRS, MRIA, ESOMAR, and other initialisms/acronyms he’s now forgotten. He’s currently a Senior Vice President with Ipsos Canada.

Afternoon Workshop

Lunch 12:15

Afternoon Workshop 1:00-4:45pm

Harnessing AI with Confidence: Practical Skills for Research Professionals

In an era where trust in generative systems is challenged by uncertainty and noise, it’s more important than ever for research professionals to confidently harness the power of AI. This half-day workshop addresses the widespread skepticism around unreliable AI tools and gives you a practical, reliable approach to integrating advanced AI solutions into your work. You’ll gain skills to help you make the most of AI, enhance your productivity, and future-proof your expertise. Don’t miss this opportunity to connect with forward-thinking peers to shape the future of market research and take the next step in harnessing AI with confidence!

Why Attend

Artificial intelligence is transforming the research industry, presenting new opportunities as well as unprecedented challenges. Today, building trust in AI-driven insights while navigating a wave of generative technologies demands fresh skills, discernment, and an innovative mindset. This workshop is designed to empower you with the confidence and competencies needed to thrive in this dynamic landscape.

Who Should Attend:

This workshop is ideal for research professionals working on both the client and agency sides who are eager to deepen their understanding of AI. Whether you’re new to using AI in research or looking to strengthen your current practices, this session is designed for those who want to boost their confidence, maximize AI’s potential, and stay ahead in a competitive insights landscape.

Course Format:

The workshop is delivered in a dynamic, hands-on half-day session. You’ll explore approachable code development and practical demonstrations, ensuring that even those without advanced coding experience can participate fully. Activities are structured to foster individual skill-building, collaborative learning, and real-world application, so you leave with actionable strategies you can implement immediately. The workshop runs from 1:00 PM to 4:45 PM, with lunch provided starting at 12:15 PM and a 15-20 minute break included during the session.

Learning Outcomes:

Understand how to leverage hybrid AI solutions that blend the reliability of deterministic insights with the narrative strengths of GPTs.

Build and refine prompt engineering techniques that enhance the quality and effectiveness of your research.
Gain hands-on experience with approachable code development, making AI more accessible and useful in your daily workflow.
Develop practical strategies for increasing productivity and building trust in AI-powered research.

Instructor:

Dr. Cody Dodd – A leader in research automation and creating accessible tools with immediate impact. Cody pioneers privacy- and ethics-focused AI solutions, including a thematic analysis platform used by governments, businesses, and universities around the world. Cody also creates practical training materials, work processes, and code-camps, with a unique focus on mindfully unlocking AI capabilities from simple tools. Cody’s academic research defined new ethnographic lenses for analyzing algorithmic risk.