YOUR PROJECT OUTCOME
A communication or customer-experience project with reasoned behavioural hypotheses, AI-developed alternatives, ethical review and a test plan involving real people.
Who it is for
Brand managers, marketing professionals, entrepreneurs and consultants designing messages, offers and decision journeys.
What you need to start
Basic marketing knowledge and an applied case. The programme addresses communication and research; it does not train participants in psychological diagnosis, therapy or clinical assessment.
The curriculum
01Behavioural evidence and inference limits
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Distinguish theory, experimental findings and contextual application. Use AI to find and compare sources, verifying citations, samples and limitations before turning a psychological principle into a recommendation.
02Attention, memory and cognitive load
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Analyse message hierarchy, readability and information volume. Use AI to propose simpler versions and assess them through comprehension tests, without equating attention with persuasion.
03Trust, perceived risk and evidence
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Identify information that makes a choice understandable and verifiable. Develop AI-supported messages based on real evidence, without invented testimonials, artificial urgency or unsupported promises.
04Identity, meaning and perceived value
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Explore alternative interpretations of imagery and language with AI. Check hypotheses with members of the intended audience, respecting cultural differences without inferring sensitive characteristics or individual vulnerabilities.
05Choice architecture and autonomy
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Design comparisons, sequences and option presentation that support informed decisions. Use AI to identify ambiguity and friction, excluding undue pressure and deceptive interfaces.
06Qualitative research and synthetic hypotheses
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Analyse authorised interviews and feedback using a human and AI coding framework. Use simulations only to prepare questions or scenarios; do not treat synthetic characters as evidence of audience behaviour.
07Experiments and interpretation
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Prepare alternatives and an AI-supported test protocol measuring comprehension, trust and relevant behaviour. Verify samples, confounders and calculations before concluding that one approach is more effective.
08Final project and ethical review
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Present a transformed page, offer or customer journey with sources, AI alternatives and human controls. Explain decisions and show how the design preserves transparency, dignity and freedom of choice.
The final project
Redesign a page or decision journey with a non-clinical cognitive assessment, three AI alternatives, supporting evidence, ethical review and a validation protocol. Any observed test results are distinguished from expectations.
Planned assessment criteria
Planned review criteria include source accuracy, clear hypotheses, respect for people, quality of alternatives and test validity. Vulnerability targeting, individual diagnosis, coercion and deception are excluded.
Tools and materials
- AI assistant with source verification
- Scientific literature and primary sources
- Comprehension analysis framework
- Interviews and tests with real participants
- Decision register and ethical review
Listed tools are examples, not partnerships. Access requirements and possible additional costs will be specified before enrolment.
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