Customer Insight Tools

Turning insight into effective marketing strategies

The all-star faculty who teach this highly interactive program will equip and inspire you to use customer insight to position your organization ahead of the pack. Whether you’re a B2B or B2C business, you’ll learn how to ask the right questions — and make the right decisions — for crafting a winning marketing strategy and gaining a sustainable competitive advantage.

In engaging lectures, lively discussions and collaborative exercises, you’ll acquire the right blend of qualitative and quantitative tools to uncover powerful insights into customer needs and perceptions and how to cultivate a meaningful relationship with your customers. You’ll leave the program equipped to transform your company’s effectiveness in the marketplace.

Note: The April 2017 program will be held at Kellogg's downtown Chicago campus, Wieboldt Hall, located at 340 E. Superior Street. The April 2017 program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.

Insight and Analytics Week
You may combine the Customer Insight Tools program with the Strategic Data-Driven Marketing program during Kellogg’s intensive Insight and Analytics Week. Taken consecutively, these programs are offered at a discount.

Robert Schieffer / Academic Director


Personal Consultation

Please email or call us if you would like a personal consultation

Who Should Attend

  • Executives who want to help their company become more customer-focused
  • Executives in B2B or B2C firms who make decisions based upon market research
  • Managers who conduct market research but have not been trained in its techniques

Key Benefits

  • Understand the importance of a customer insight-driven business strategy
  • Learn how to hard-wire the voice of the customer throughout your organization
  • Develop insightful customer relationships by understanding their needs
  • Understand the role of ethnography in developing new customer insight
  • Learn how neuromarketing is changing how to gain insight into customer decision-making
  • Obtain more accurate forecasts for new products
  • Gain maximum value from your market research expenditures

Program Content

Creating a Customer-Insight-Driven Organization

  • Start with customer empathy
  • Learn how to remove the filters that block customer insight
  • Create a culture that critically listens to customers
  • Understand the rational and emotional needs of customers
  • Learn how to use contextual tools to drive innovation
  • Learn how to avoid the common marketing research mistakes that lead to weak marketing strategies
  • Learn when to use focus groups and how to get more insight from them
  • Understand emerging trends in customer insight: neuromarketing, netnography and online customer communities

Qualitative Research Tools: B2C

  • Observation and ethnography
  • Individual depth interviews and focus groups
  • Projective techniques

Qualitative Research Tools: B2B

  • Customer visit programs
  • Customer advisory panels
  • Outcomes-focused versus solutions-focused approaches

Quantitative Tools

  • Strategic research for market segmentation
  • Targeting the right segment
  • Strategic research for positioning and messaging strategy
  • Conducting smart experiments
  • Pricing methods
  • Product optimization; conjoint analysis

EW Product Forecasting Tools

  • Information acceleration
  • Simulated test markets
  • Prediction markets


Robert Schieffer - Academic Director; Adjunct Professor of Executive Education

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

Gina Fong - Lecturer of Executive Programs; Partner, The Fortini-Campbell Company

Angela Lee - Mechthild Esser Nemmers Professor of Marketing; Chair of Marketing Department

Lori Sheehan - Visiting Professor; Founding Partner, Loran Marketing Group

John C. Parker - Clinical Assistant Professor of Executive Education; Senior Program Director of Executive Education

Neal Roese - John L. and Helen Kellogg Professor of Marketing; Professor of Psychology, Weinberg College of Arts & Sciences (Courtesy)


Spring 2017 Program Location
The Spring 2017 program will be held at Kellogg's downtown Chicago Campus. The program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.

Wieboldt Hall
340 East Superior Street
Maps and Directions

Suggested Accommodations

Hampton Inn Chicago Downtown/Magnificent Mile
160 E. Huron Street
Tel: 312-787-2900
(special Northwestern rate depending on room availability; rooms are not blocked) 

The Mile North Hotel
166 E. Superior Street
Tel: 866-980-9717 
(special Northwestern rate depending on room availability; rooms are not blocked)

What Participants Say

“Turning insight into effective marketing strategies provides the participants with a practical set of tools to [turn] their customer insights from an event to an integrative part of daily activities.”
Sr Director Mss. Marketing, Becton Dickinson

“A great program to learn the most up-to-date tools to get customer insight and transform into marketing strategies.”
Digital Marketing, Research & CRM Senior Manager, PT Global Digital Niaga

“It was a great program, well structured! It helped me to refresh managerial and marketing tools and to be updated in what's new and how to apply those tools in my daily work. The diversity of the group was the key in getting different perspectives on insights and approaches to problem solving.”
Brand Manager, The Coca-Cola Company, Trans Andean Franchise Unit

Upcoming Sessions

April 2-4, 2017

Start: April 2 at 11:00 AM

End: April 4 at 5:00 PM

LOCATION: Chicago campus


Fee does not include accommodations.

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208