EXECUTIVE EDUCATION

Marketing & Sales  >  Customer Insight Tools

Customer Insight Tools: Turning Insight Into Effective Marketing Strategies
Related Programs
  Business Marketing Strategy
  Kellogg on Consumer Marketing Strategy
 

Upcoming Sessions
  March 7-10, 2010
$ 5,900
  September 26-29, 2010
$ 5,900
   
Key Benefits
During this program, you will learn to:
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
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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Program Content
 

Creating a Customer Insight-Driven Organization
  • Create a culture that critically listens to customers
 

No Marketing Research is Better Than Bad Marketing Research 

  • How to identify bad marketing research
  • Emotional needs versus rational needs 
  • Direct questioning versus indirect methods
 

Understanding Consumers-Qualitative Research Approaches

  • Observation and Ethnography
  • Individual depth interviews and Focus Groups
  • Projective Techniques
 

Understanding B to B Customers - Qualitative Research Approaches
  • Customer visit programs
  • Customer advisory panels
 

Quantitative Tools

  • Strategic research for market segmentation
  • Targeting the right segment
  • Strategic research for positioning and messaging strategy
  • New product screening and forecasting
  • Pricing methods
  • Conjoint Analysis
 

Experimentation in Marketing and Test Marketing

  • The growing use of experimentation in marketing
  • Simulated test markets
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