Utilising AI and Analytical Data for better sustainable decision making for SMEs and Entrepreneurial firms

Summary

Within this theme, two project options are available.  Please note on your application to which project title you wish to apply.

Project 1: Harnessing AI-Driven Entrepreneurship to Build a Globally Competitive and Sustainable Economy in Ireland's North West

Supervisors: Professor S Moffett, Dr A Reid and Dr H Mudassir

This PhD project offers a unique and timely opportunity to be at the forefront of global transformation, exploring how AI-driven entrepreneurship can power sustainable economic growth and regional competitiveness.

Focusing on the North West region of Ireland, the Atlantic Corridor is known as a region undergoing rapid economic and digital transition. This research will investigate how AI can unlock new business models, accelerate SME transformation, and create high-value, export-ready enterprises driven by AI (AIDEs).

The PhD research project will explore how AI technologies enable startups to create and scale, drive digital products and productivity, and address societal challenges such as energy consumption, rural revitalisation, inclusive job creation, education and skills.

This is more than an academic exercise - it is an opportunity to generate real-world impact. You will engage directly with entrepreneurs, policymakers, and innovation hubs, contributing insights that can shape regional policy and national economic strategy.

The research has the potential to influence how regions harness AI for long-term, sustainable growth in the UK, Ireland and beyond.

Ideal for a motivated candidate with interests in innovation, entrepreneurship, sustainability, or regional development, this PhD will place you at the intersection of cutting-edge technology and economic transformation.

You will be part of a dynamic, interdisciplinary research environment with access to rich datasets, expert supervision, and a strong network of collaborators across academia and industry.

If you are passionate about shaping the future of sustainable economies and want to contribute to meaningful change through rigorous research, this project offers an exciting and impactful pathway.

This PhD will be based on the Derry/Londonderry Campus

Project 2: From Data to Decisions: Investigating Barriers and Enablers of Analytics Adoption among SMEs in the UK and Northern Ireland

Supervisors: Dr C Mclaughlin, Professor L Bradley-McCauley and Dr T Cullen

Small and medium-sized enterprises (SMEs) are the backbone of the UK and Northern Ireland economies, yet many remain under-equipped to harness the potential of data analytics for smarter, evidence-based decision-making.

This PhD project explores how SMEs can move “from data to decisions” by examining the organisational, technological, and behavioural factors that influence the adoption and effective use of data analytics.

The research will investigate both the barriers (such as limited digital capability, cost, data quality, and skills shortages) and the enablers (including leadership support, culture, and accessible technologies) that shape analytics adoption across sectors.

Using a mixed-methods approach—combining surveys, interviews, and case studies—the project will generate practical insights into how SMEs can use data more effectively to improve performance, resilience, and sustainability.

The study aligns with regional and national priorities for digital transformation and innovation, contributing to the UK Government’s Industrial Strategy and Northern Ireland’s Programme for Government aims to build a competitive, knowledge-based economy.

By developing a clearer understanding of how analytics can inform decision-making, this research will also offer actionable guidance for policy-makers, business support agencies, and SME leaders seeking to enhance data maturity.

This PhD would suit applicants interested in the intersection of business analytics, digital transformation, and SME strategy.

Applicants should ideally have a background in management, information systems, data analytics, or a related discipline, and an interest in applying research to real-world business challenges.

The successful candidate will contribute to a growing body of knowledge that bridges the gap between theory and practice—helping smaller businesses thrive in an increasingly data-driven world.

Essential skills: Research methods, data analytics

This PhD will be based on the Belfast Campus.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%

Equal Opportunities

The University is an equal opportunities employer and welcomes applicants from all sections of the community, particularly from those with disabilities.

Appointment will be made on merit.

Funding and eligibility

This project is funded by:

• Department for the Economy (DfE)

This scholarship will cover tuition fees and provide a maintenance allowance of £21,000* (tbc) per annum for three years (subject to satisfactory academic performance).  A Research Training Support Grant (RTSG) of approximately £900 per annum is also available.

To be eligible for these scholarships, applicants must meet the following criteria:

• Be a UK National, or

• Have settled status, or

• Have pre-settled status, or

• Have indefinite leave to remain or enter, or

• be an Irish National

Applicants should also meet the residency criteria which requires that they have lived in the EEA, Switzerland, the UK or Gibraltar for at least the three years preceding the start date of the research degree programme.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies.

*Part time PhD scholarships may be available, based on 0.5 of the full time rate, and will require a six year registration period