| Program Content |
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Creating a Customer Insight-Driven Organization |
- Create a culture that critically listens to customers
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No Marketing Research is Better Than Bad Marketing Research |
- How to identify bad marketing research
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- Emotional needs versus rational needs
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- Direct questioning versus indirect methods
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Understanding Consumers-Qualitative Research Approaches |
- Observation and Ethnography
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- Individual depth interviews and Focus Groups
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Understanding B to B Customers - Qualitative Research Approaches
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- Strategic research for market segmentation
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- Targeting the right segment
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- Strategic research for positioning and messaging strategy
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- New product screening and forecasting
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Experimentation in Marketing and Test Marketing |
- The growing use of experimentation in marketing
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