Curriculum: Consumer Understanding – Marketing Research and Consumer Insights

Learning Objectives:

• Have the ability to use Marketing Research to fill key knowledge "Gaps" about consumer needs
• Understand their role as leaders of the Marketing Research process and that they are not to be research practitioners
• Be able to create an effective Research Brief and especially how to ensure that the action standards are appropriate and clear
• Understand the main Marketing Research options within both qualitative & quantitative and develop a working knowledge of which to use for what type of learning (Established brands and new products/line extensions)

Day I - Topics Covered

• The Importance & Role of Marketing Research:
  • What can Marketing Research do? What can Marketing Research not do?
  • Respective Roles: Marketing & Research Agency
• Principles of Research Leadership:
  • The Marketing Research Process
• Developing clear & insightful Actions Standards
• Developing a Marketing Research Strategy
• Consumer Insights Process:
  • Definition & five key phases

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