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Customer Insight Tools: Turning Insight into Effective Marketing Strategies

Increase Profitability and Customer Loyalty

Professor SchiefferUncovering insights about your customers is essential for developing products and services that deliver value to the customer and generate profit for your organization. But while companies spend millions of dollars on expensive market research, how much actionable customer insight is actually being created? How do you unlock insight — and value — from the customer information gathered?

For companies in both B-to-B and B-to-C environments, this program will inspire users of market research to ask the right questions and make the right decisions in order to gain sustainable competitive advantages.

In a collaborative learning environment, this program provides a thorough understanding of how the right blend of tools can be used to gain powerful insights into customer needs and perceptions. Building a marketing strategy based upon deep customer insight can give a firm a powerful competitive advantage.

You may combine this program with Strategic Data-Driven Marketing to participate in Insight and Analytics Week. When taken consecutively, these programs are offered together at a discounted price. Combining the programs provides participants with a comprehensive toolkit of best practices for both quantitative and qualitative based marketing strategies.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
March 11-13, 2012 $6,100 Apply
September 23-25, 2012 $6,100 Apply

Program Materials

This program is designed for executives who commission, use, and make decisions based upon market research. The program helps executives understand how to ask appropriate questions and make strategic use of customer insight. The program is also useful for managers who conduct market research but who are not formally trained in market research techniques. Executives from any size firm in both B-to-B and B-to-C settings are encouraged to attend.
During this program, you will learn to:
  1. Understand the importance of a customer insight-driven business strategy
  2. Develop an insightful relationship with customers by understanding their rational and emotional needs
  3. Understand the role of ethnography in developing new customer insights
  4. Understand when you should trust a marketing research study and when you should be cautious
  5. Obtain more accurate forecasts for new products
  6. Gain maximum value from your market research expenditures

Creating a Customer Insight Driven Organization

  1. It all starts with customer empathy
  2. Learn how to remove the filters that block customer insight•
  3. Create a culture that critically listens to customers
  4. Understand rational and emotional needs of customers
  5. Understand the role of deep customer insight in driving brand relevance at McDonald’s

Emerging Trends in Customer Insight

  1. Neuromarketing
  2. On-line customer communities
  3. Netnography

Understanding Consumers- Qualitative Research Tools

  1. Observation and ethnography
  2. Individual depth interviews and focus groups
  3. Projective techniques
  4. Archetype research

Understanding B-to-B Consumers- Qualitative Research Tools

  1. Customer visit programs
  2. Customer advisory panels
  3. Outcomes-focused versus solutions-focused approaches

Quantitative Tools

  1. Strategic research for market segmentation
  2. Targeting the right segment
  3. Strategic research for positioning and messaging strategy
  4. Pricing methods
  5. Product Optimization - Conjoint Analysis

New Product Forecasting Tools

  1. Scenario Planning
  2. Simulated Test Markets
  3. Prediction Markets

Robert Schieffer - Academic Director; Senior Lecturer of Marketing

Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practices

Lisa A Fortini-Campbell - Lecturer of Executive Programs

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

Susan Lazar - Founder, The Lazar Group

Angela Lee - Mechthild Esser Nemmers Professor of Marketing

What Past Participants Say

  • "A well-targeted program to help "unlock the black box" of insight techniques for the professional without a formal marketing background."
    - Group Senior VP, LaSalle Business Credit
  • "Really helpful up-to-date tools and expertise I can use. Excellent organization and knowledgeable faculty."
    - Account Director, Progression

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