A Practical Guide to ‘Critical Thinking’

Get equipped to tackle the messiness of information in the age of AI

In today's information saturated environment, the ability to think critically will be an essential skill not only for navigating complexity in market research and strategy, but also in our everyday encounters. From unpacking disinformation to understanding the difference between AI slop and true human creativity, our unique human ability to think critically will only become more important as the use of AI deepens in our world.  

This short, intensive course will delve into key core principles of critical thinking and will equip attendees with some actionable strategies for interrogating data, questioning assumptions, and discerning genuine value from noise, in our work and beyond.

Learning objectives

1. Understand the Core Principles of Critical Thinking: Participants will be able to define and describe the fundamental concepts underpinning critical thinking, such as logical reasoning, evaluation of arguments, and recognizing biases.
2. Develop Skills to Distinguish Between Reliable and Unreliable Information: Attendees will learn how to assess the reliability of information sources, identify disinformation, and differentiate between evidence-based knowledge and opinion
3. Cultivate Analytical Skills in Evaluating Assumptions and Arguments: Attendees will practice questioning assumptions, analysing arguments critically, and constructing their cogent arguments.
4. Improve Critical Thinking skills in interaction with AI: Understanding AI's potential but also its limitations, attendees will have practice in interrogating AI in conversation, to examine how critical thinking contributes to better outcomes.

Who will benefit

Market research professionals and strategists, especially for early through mid-level career

Virtual / online session

Learning method

Mix of explanation, interactive, group and independent work with plenary discussion. Q&A via chat function

Trainer biography

Dr. Monique Centrone has been teaching and mentoring people in cultural insight for more than 10 years and studying culture for 25 years. She is a sociologist who spent her early career in academia, and then moved to the commercial world and founded the cultural strategy and semiotics practice at Ipsos, which she runs full-time in the UK. Her work is used in brand, innovation and creative strategy to create more meaning and connection to audiences across all brand expression. She has worked with the world’s most beloved brands including Google, Bloomberg Media, Lloyds Bank, Reckitt, Carlsberg and beyond, and is currently teaching as Visiting Practitioner at University of the Arts, London College of Communication.