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Applying Research & Insights: Customer, Brand Product  

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Seminar Summary:

This seminar will provide a broad understanding of some of the most important applications found in marketing research, including segmentation, positioning, pricing, customer satisfaction, advertising and new product research. (see full course description)

 

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Training Course Syllabus:


Applying Research & Insights: Customer, Brand Product - Marketing Research Training Seminar

What you will learn:

The focus of this 2-day seminar is on the application of various marketing research methods to specific decision areas. You will learn how to design marketing research studies to:

Understand your customers, your products/services and your competitive environment.

Segment your markets and position your products/services in the target markets.

Generate new product ideas, test concepts and products, measure market performance and track changes.

Decide what to advertise, where to advertise and how to evaluate your message.

Evaluate alternative pricing strategies and assess demand for current and new products.


Applying Research & Insights: Customer, Brand, Product Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction of Participants

08:45 AM - 10:15 AM Session 1 RESEARCH FOR MARKETING DECISIONS

Identifying management's strategic and tactical decision needs and linking research response to those needs

Use and abuse of marketing research in the corporate environment

A framework for assessing the role of marketing research in the planning process

How to understand the client's decision process and needs

10:15 AM - 10:30 AM Break

10:30 AM - 12:00 PM Session 2 UNDERSTANDING YOUR CUSTOMERS - MARKET SEGMENTATION

 

The need and the implications of understanding customer needs and adapting the marketing mix to specific segments

The bases and the analytical tools used in segmentation research

Presenting actionable segmentation results to management

Case studies illustrating the methodology and applications of segmentation research

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM Session 3 UNDERSTANDING YOUR CUSTOMERS - CUSTOMER SATISFACTION/LOYALTY RESEARCH

Components of a customer satisfaction monitoring program - discovery, benchmarking, tracking and implementation

Key issues in customer satisfaction research - what to measure, from whom, how to gather the data and how to analyze and interpret it

Applying customer satisfaction research results to business decisions

03:00 PM - 03:15 PM Break

03:15 PM - 05:00 PM Session 4 UNDERSTANDING YOUR COMPETITION – MARKET STRUCTURE AND POSITIONING RESEARCH

Defining and identifying competition

Determining competitive market structure

How to assess competitive positioning: qualitative procedures, including social media monitoring and establishing online communities

Quantitative positioning: the considerations, key steps and analytical procedures

Components of a competitive intelligence system; sources of competitive information

Gaining competitive advantage

----- Second Day -----

08:30 AM - 10:15 AM Session 5 MANAGING PRODUCTS AND SERVICES (Part 1): CONCEPT DEVELOPMENT AND OPTIMIZATION

Research tools applicable at the various stages in a product's life cycle, including research for new products, idea generation procedures, concept testing and concept optimization

Analytical techniques such as conjoint analysis and discrete choice modeling useful in product research

10:15 AM - 10:30 AM Break

10:30 AM - 12:00 PM Session 6 MANAGING PRODUCTS AND SERVICES (Part 2): RESEARCHING PRICE

The decisions involved in choosing the best pricing strategy for a firm Information needed to make informed pricing decisions and how research can help

Structured and unstructured approaches and analytical strategies to assess the impact of alternative prices and to help select the optimal price

Price sensitivity measurement, conjoint analysis, discrete choice models and other analytical approaches in pricing research

12:00 PM - 01:15 PM Lunch Break 01:15 PM - 02:45 PM Session 7 MANAGING PRODUCTS AND SERVICES (Part 3): FORECASTING SALES AND ADVERTISING RESEARCH

Choosing the appropriate forecasting techniques by stage in product life cycle

Using test marketing and simulated test markets (STM's) Judgmental, timeseries and causal models for forecasting sales

Conducting advertising research (Advertising decisions and supporting research methods; diagnostic and evaluative procedures to test advertising content and implementation; media/audience research for print, broadcast, and internet; ATU studies and tracking a brand’s progress over time)

02:45 PM - 03:00 PM Break

03:00 PM - 04:30 PM Session 8 UNDERSTANDING YOUR CUSTOMERS - SHOPPER MARKETING

What is shopper marketing: explanations and objectives

Shopper research tools - qualitative and quantitative methods: shopper segmentation, understanding retailer loyalty, uncovering the shopper’s path to purchase

Validating findings

04:30 PM - 04:45 PM Concluding Remarks

WE HIGHLY RECOMMEND COMBINING "APPLYING RESEARCH & INSIGHTS" with "PRACTICAL MARKETING RESEARCH" FOR A COMPREHENSIVE PROGRAM.

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Applying Research & Insights" seminar. Names of evaluators have been left out as a matter of professional courtesy.

Great. Most subjects applicable to my day to day job. Definitely worthwhile. (Speaker) wonderfully knowledgeable and articulate. Did a solid job of tailoring seminar to meet needs of attendees. Marketing Research Manager Microsoft

Excellent. Knowledgeable, dynamic speaker. Staff Supervisor A T & T

Extremely informative and full of useful insights. Market Analyst PacifiCare of California

Excellent -- covered many topics in great detail. Many ideas to take back. Many examples to emphasize points. Research Analyst Boston Edison

Excellent. (Speaker) very good, excellent response to group questions, quick to point to relevant examples. Research Consultant Rookwood

Excellent overview, useful for choosing decision paths to follow when determining techniques to apply. Excellent presentation skills. Market Research Analyst The Jacobs Group

Excellent -- like a crash course. Director, Marketing Operations Computer Curriculum Corporation

Incredibly helpful . . . Would highly recommend to anyone interested in marketing research. Marketing Specialist Intier Automotive

Much more [than] what I was looking for as far as strategy applied toward marketing research. Commercial Analysis GlaxoSmithKline

Seminar Summary:

This seminar will provide a broad understanding of some of the most important applications found in marketing research, including segmentation, positioning, pricing, customer satisfaction, advertising and new product research. (see full course description)

print this agenda print agenda for the Applying Research & Insights: Customer, Brand Product training seminar

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