Learn to use AI for customer research you can actually trust — in two live sessions, with a method you'll use the very next morning.
AI for Insights: Foundation runs once a month — two live 90-minute sessions, a week apart. Here's what's coming up.
Maybe you've asked ChatGPT about your customers and got back something that sounded confident and said nothing. Maybe you've watched bigger competitors move faster and wondered what they know that you don't. You know AI is a powerful tool, but you are unsure how to use it safely, what are the best methods and practices, avoid hallucinations and produce outputs that are not just interesting but can help drive better outcomes. This workshop will help you do this.
THIS IS A REAL WORKSHOP — NOT A PITCH TO SELL YOU ANOTHER TOOL!
Before the clever stuff, the fundamentals that stop AI from quietly leading you astray.
AI shows up in insights work in four broad territories. Knowing which one you're in tells you what to ask for — and what to watch out for.
Gather what people already say — reviews, forums, transcripts, the open web — at a scale no person could ever read.
Put questions to people, and through AI — open-ends, interviews, follow-ups that probe instead of accepting the first answer.
Turn raw material into structure — themes, sentiment, patterns you can stand behind and trace back to the source.
Pull it all together into a clear point of view someone can actually act on — the part that was always the real job.
LEMONS is the method you'll keep using — a simple way to turn any business question into a prompt that gives you something you can trust.
The angle you're looking through. Whose view, what frame, what you're really trying to see.
What you give the model to work from — and what counts as good enough to trust.
The job to be done, stated so plainly the model can't wander off it.
The exact shape you want back — format, length, structure — so it's usable, not just interesting.
The caveats and edge cases — the "be careful here" that separates a pro brief from a lazy one.
Where the answer must come from, and where it must not, so you can trace every claim.
A small group, live and online, with a week in between so you can try it on your own questions before we regroup.
The map of where AI helps, the LEMONS method, a live demo on real data, and your first hands-on go.
We troubleshoot your own work, run a real analysis together, learn to pressure-test what AI gives back, and build the habit so it survives contact with Monday.
Marketers, founders, and small teams who need to understand their customers and want to use AI to do it — without a research department behind them and without the guesswork. If you can write an email, you can do this.
Twenty-five years at the top of research and brand consulting, now rebuilt around AI. You're learning this from someone who's spent a career doing the real thing, not from someone who discovered prompting last year.
More about meOne cohort a month, in a small group. Learn the method, keep the tools, and start using it the next morning.
Want it for your team alone? A session built around your category, your customers, and your questions — the method applied to your actual work.
No. If you can write an email, you can do this.
Any of the main ones — ChatGPT, Claude, Gemini. We'll talk about choosing; a paid plan helps but isn't essential to follow along.
Yes, and learning exactly how to keep it safe is part of the workshop, not an afterthought.
You'll get the recording, but the live sessions are where the value is — come if you can.
Full refund up to seven days before your cohort starts. Within seven days, your seat transfers to the next cohort.