Overview

Without market research we are mostly reliant on instinct and anecdotal information to make key business decisions, this can be misleading and risky.

It is evident that market research is vital when developing the company business strategy. It provides great insights to business and on the wider marketplace.

Market research can identify how current and potential customers might view your business and identify gaps in customer expectations.

This is powerful information to have when deciding on the company business and marketing strategy. Having good market intelligence helps minimize risks when making key business decisions.

DESCRIPTION

Three key opportunities articulate the importance of market research: increased sales/revenue, better customer management, and finally leading the company to continuous business growth and development.

In today’s business world, getting to effective insights faster, means more agility – a key source of sustainable competitive advantage.

OUTCOME

The Role of research (and its different types) in decision making
Different business and research contexts
The Marketing Research Process – a Practical process/framework
The Research Proposal Brief Document
Effective ways for Identifying the research problem
Implementing effective marketing research design
Information sources, Sampling methodology and quota
Questionnaire design
Executing the marketing research design process
Data collection techniques (Qualitative and Quantitative), and latest advancements (ex. Ethnography and Observations)
Report analysis and generation process
The Research Project output communication
Linking to the Customer Insight Strategy
Designing the research communication strategy
Sharing Insights – Final research report and recommendations
Marketing Information systems + the Digital impact (emerging technologies)
Managing Research Agencies Effectively