Marketing Research and Evaluation

We know from both management experience and research that marketing campaigns built on the backs of both solid marketing intelligence and solid research are much more likely to succeed.  While many of us get pressured to skip this step, jump right in and begin developing marketing tools that we think will work, it is critical to step back and do a little homework in order to build successful strategies built on a foundation of consumer and competitor knowledge.  In today's world, we need to artfully combine both the tried and true research approaches with new approaches grounded in technology and on-line. One of the key goals in the workshop is to be innovative in our research thinking - innovative approaches are necessary to cope with both declining response rates and declining research budgets!

This research workshop does exactly that!  It begins with examining why we need to do market research, then moves into gathering, organizing and utilizing market intelligence that may already exist!  We will then lay out major options available for conducting needed research - examining the strengths and weaknesses of these approaches.  We will examine different survey approaches (both on and offline) as well as focus groups, observation and experimentation.    The workshop combines, large and small group discussion and exercises and allows participants to focus on research issues facing them in their own work and obtain feedback on these issues.

• Understand how to use market research to support the decision-making framework,
• Take away key concepts in consumer behaviour,
• Learn the most effective methods for acquiring and using market intelligence,
• Develop a system for measuring progress and monitoring performance.