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Customer Insight Tools: Turning Insight into Effective Marketing Strategies

Increase Profitability and Customer Loyalty

Professor SchiefferDesigned for leaders in both business-to-business and business-to-consumer environments, this highly interactive program will inspire you to ask the right questions — and make the right decisions — to build strong marketing plans and gain a sustainable competitive advantage.

Through engaging lectures, topical discussions and collaborative exercises, you will learn how the right blend of qualitative and quantitative tools can deliver powerful insights into customer needs and perceptions. With knowledge gleaned from the program’s all-star faculty, you will be prepared to use customer insights to position your firm ahead of the pack.

Note: The October 2015 program will be held at Kellogg's downtown Chicago campus, Wieboldt Hall, located at 340 E. Superior Street.
The October 2015 program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.

Insight and Analytics Week
You may combine this program with our Strategic Data-Driven Marketing program to participate in Insight and Analytics Week. When taken consecutively, these programs are offered at a discount. Download a Brochure

Upcoming Sessions

  • Apply Online
    April 3-5, 2016
    Fee does not include accommodations.
  1. Executives in any size firm (both B2B and B2C) who commission, use and make decisions based upon market research
  2. Managers who conduct market research but are not formally trained in market research techniques
During this program, you will learn to:
  1. Understand the importance of a customer insight- driven business strategy
  2. Hard-wire the voice of the customer throughout your organization
  3. Develop an insightful relationship with customers by understanding their rational and emotional needs
  4. Understand the role of ethnography in developing new customer insights
  5. Understand how neuromarketing is transforming how marketers gain deep insight into how customers decide
  6. Obtain more accurate forecasts for new products
  7. Gain maximum value from your market research expenditures

Creating a Customer-Insight-Driven Organization

  1. Start 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 the rational and emotional needs of customers
  5. Understand the impact of early childhood memories on current preferences and behavior
  6. Learn how to use contextual tools to drive innovation
  7. Understand emerging trends in customer insight: neuromarketing, netnography and online customer communities

Understanding B2C Consumers – Qualitative Research Tools

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

Understanding B2B Consumers – Qualitative Research Tools

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

Qualitative 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. Information acceleration
  2. Simulated test markets
  3. Prediction markets
Robert Schieffer - Academic Director; Adjunct Professor of Marketing

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

Lisa A Fortini-Campbell - Adjunct Professor of Executive Education

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

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

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

Program Location
The 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
Kellogg Conference Center
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 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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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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