Executive Education

Kellogg School of Management

Marketing & Sales  >  Customer Insight Tools

Customer Insight Tools: Turning Insight Into Effective Marketing Strategies

Related Programs
  Business Marketing Strategy
  Consumer Marketing Strategy
  Managing Customer Relationships for Profit
 

Upcoming Sessions
  October 5-8, 2008
$ 5,500
  March 8-11, 2009
$ 5,800
  October 4-7, 2009
$ 5,800
   
Key Benefits
During this course, you will:
Understand the importance of a customer insight-driven business strategy
Develop an insightful relationship with customers by understanding their rational and emotional needs 
Understand the role of ethnography in developing new customer insights
Understand when you should trust a marketing research study and when you should be cautious
Ask the right questions of your marketing researchers in order to gain valuable and actionable customer information 
Make appropriate decisions with the customer information that is gathered
Obtain more accurate forecasts for new products
Gain maximum value from your market research expenditures
 
 
Bob Schieffer© Nathan Mandell
Professor Robert Schieffer
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Who Should Attend

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.  

Special study groups, pricing, and other arrangements are available to companies sponsoring teams of four or more participants. Please contact us to learn more.


What 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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