Curriculum: Consumer Understanding – Developing Insights Through Market Research

Learning Objectives:

1. Understand the critical importance of using Market Research and the Insights process to fill key knowledge "Gaps" about consumer / customer needs
2. Create effective Research Briefs that ensure action standards are appropriate and clear
3. Develop expert skills in using the Insights Process to develop a deeper understanding of the target which can be applied to grow the business
4. Become adept at understanding the main research options (both qualitative & quantitative) and develop a working knowledge of which to use

Day I - Topics Covered

• The Importance & Role of Market Research:
• What Market Research Can and Cannot Do
• Managing the Research Agency Communication Process
• Key Steps in the Market Research Process
• Developing a Market Research Strategy
• Developing Clear and Insightful Action Standards
• Detailed Review and Discussion of the 5 I’s Consumer Insights Process:
  • Issue, Information, Insight, Implication, Implementation
• The Insights Worksheet Tool:
  • Implementation Tool to Initiate the Insights Process
• The Importance and Role of Market Research is Generating Insights
• Six Key Steps in Conducting an Insights Session:
  1. Broad Review of all Relevant Data for a Segment Under investigation "Issue"
  2. Develop a Focused "Framework" to Initiate Insights "Information"
  3. Identify Initial Insights
  4. Deep Dive into the Most Promising Insights to Build Significance
  5. Validate and Agree on the Best Insights
  6. Discuss how to Apply the Insights to Unlock Growth

Day II - Topics Covered

• The Marketing Research Brief:
  • What is it? Why use it?
  • Components of the Marketing Research Brief
• Setting Marketing Research Objectives
• New Product Marketing Research:
  • Concept Testing:
    • Concept Development/Screening/Testing Methodology
  • Product Testing:
  • Protocept/Prototype/Final Product Testing
  • Marketing Plan Testing:
  • Name, Package, Advertising, & Media Level
• Post-Launch Tracking & Evaluation
• Analyzing & Presenting Marketing Research Results