Market Research - The Uses and Abuses

Course Overview

Delegates will be able to demonstrate to their companies how they understand the New Model Consumer and how they can (and cannot) use research to understand their motivations and drives. The programme will include analysis of real-life case studies and live exercises.

Audience

This will benefit most those who are in charge of research budgets and those who wish to get better value from the research they currently implement.

Skills Gained

The benefit of appreciating the way the New Model Consumer impacts how we view, buy and use research is incalculable. In these days of constrained budgets and absolute accountability, this will indicate how much of your research is contributing to insight: and if not research, what should.

Delegates will be able to have a clearer appreciation of when to use and when not to use research as part of corporate decision-making. They will use this knowledge to not only optimise a research budget, but also enhance the quality of decision-making and effectiveness internally to develop real competitive advantage.

Course Outline

• Delve beneath the surface of the New Model Consumer
• Approach the do we/don't we decision regarding research on this basis
• Appreciate the strengths and limitations of different research approaches
• Explore different research formats (beyond mere qualitative and quantitative)
• Investigate new tricks for new dogs