AI-Enabled Measurement and Insight Generation

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Learning Outcomes & Course Outline

Learning Outcomes

By the end of this session, participants will be able to:

  • Understand the role AI can play in communication research and measurement
  • Use AI tools to synthesise communication data and identify patterns
  • Apply structured prompts to support analytical and research workflows
  • Recognise the ethical and practical considerations associated with AI-enabled analysis

Course Outline

The Role of AI in Communication Measurement

  • How AI is transforming research and analytics
  • Opportunities and limitations of AI-enabled analysis
  • Integrating AI tools into measurement workflows

AI for Data Synthesis and Insight Generation

  • Using AI to analyse large communication datasets
  • Identifying patterns, themes and signals
  • Turning fragmented data into coherent insights

Sentiment Analysis and Automated Content Evaluation

  • How sentiment analysis works
  • Strengths and limitations of automated analysis
  • Combining AI insight with human judgement

AI for Stakeholders and Narrative Analysis

  • AI-assisted thematic coding and pattern detection
  • Analysing stakeholder conversations and discourse
  • Identifying emerging issues and trends

Prompt Engineering for Measurement Workflows

  • Designing effective prompts for analysis and insight generation
  • Practical AI workflows for communication professionals
  • Improving analytical outputs through structured prompts

Ethical Use of AI in Communication Measurement

  • Ethical considerations in AI-enabled research
  • Transparency, bias and accountability
  • Responsible AI practices in communication measurement
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