Jagan Institute of Management Studies (JIMS), Rohini, organized a workshop for the students of PGDM and PGDM Retail Management on “AI-Powered Business Research: Tools & Techniques in BRM” on 3rd and 6th March 2026. The workshop aimed to familiarize students with AI-driven business research tools, strengthen their understanding of contemporary research techniques, and enhance their analytical and data-driven decision-making skills.
The session was conducted by Ms. Ruchi Gahlawat, Market Research Specialist at Mavip Group, who brought valuable industry insights and a practical perspective to the workshop. She introduced students to the growing role of Artificial Intelligence (AI) and Large Language Models (LLMs) in transforming the field of business research. The session focused on how simple yet effective prompting techniques can support efficient research, analysis, and decision-making in today’s data-driven business environment.
During the workshop, students were exposed to several important analytical approaches, including data cleaning, RFM customer segmentation, conjoint analysis, and data scraping from different websites. Ms. Gahlawat demonstrated how these techniques can be executed using AI-powered tools to generate meaningful business insights. The session was highly interactive and included practical examples from industry, helping students connect theoretical research frameworks with real-world applications.
The workshop encouraged students to approach business problems through structured, evidence-based analysis rather than relying solely on intuition. It also highlighted how AI can be effectively integrated into business research to improve efficiency, accuracy, and strategic decision-making. Overall, the workshop provided valuable practical exposure and aligned with JIMS Rohini’s vision of delivering industry-oriented, future-ready, and application-driven management education.