Research-Based Market Insight

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Research-Based Market Insight

The Chartered Institute of Marketing
Logo The Chartered Institute of Marketing

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Description

Drawing insight from market information requires a deep understanding of customers' attitudes and consumer behaviour. This course focuses on information requirements, data collection options and how to ensure required information is available and accessible for business decisions.

The delegate will learn to distinguish between market research and customer insight and understand how to practice becoming insightful. From specifying the research needs to deciding on methodologies and analysing the findings, they will learn to use appropriate tools to develop insight which can become the basis of competitive advantage.

Customer insight is essential for successful NPD, market positioning, market …

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Drawing insight from market information requires a deep understanding of customers' attitudes and consumer behaviour. This course focuses on information requirements, data collection options and how to ensure required information is available and accessible for business decisions.

The delegate will learn to distinguish between market research and customer insight and understand how to practice becoming insightful. From specifying the research needs to deciding on methodologies and analysing the findings, they will learn to use appropriate tools to develop insight which can become the basis of competitive advantage.

Customer insight is essential for successful NPD, market positioning, market development and competitive strategy. By understanding the type of information needed, how it can be collected and how then to use it, the organisation can develop a customer focused marketing strategy. A fresh and detailed understanding and interpretation of the data will provide the support needed to develop business strategy

This workshop is a step beyond the basics of understanding how to do market research and is suitable for those in a marketing management role who may oversee those undertaking market research or may be responsible for commissioning research. The content will assist in ensuring that maximum use is made of market intelligence and research findings and that customer and market insight is effectively built into future marketing strategy.

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  • What is insight?
  • Specifying information needs.
  • Market research methodologies.
  • Customer databases.
  • Segmentation.
  • Monitoring market trends.
  • Combining methods to develop insight.
  • Tools of analysis.
  • Developing conclusions and recommendations based on research.
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The training is highly participative and will include specific exercises to develop a research brief and to use survey output to draw conclusions. Extracts from webinars are used to illustrate practical examples of applications and methodologies.

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There are no frequently asked questions yet. If you have any more questions or need help, contact our customer service.