Burke Institute Seminars
The Burke Institute presents

Applying Research and Insights: Customer, Brand, Product On-Site Training

The focus of this seminar is on the application of various marketing and marketing research and insights methods to specific decision areas involving your customer, brand and product/service.

Course Description/Agenda

WHAT YOU WILL LEARN

Understand your customers, your products/services and your competitive environment.
Segment your markets and position your products/services in the target markets
Generate new product ideas, test concepts and products, measure market performance and track changes.
Evaluate alternative pricing strategies and assess demand for current and new products.

WORKSHOP AGENDA

SESSION 1: CUSTOMER, BRAND AND PRODUCT DECISIONS

Identifying management's strategic and tactical decision needs and linking research results to those needs
Use and abuse of marketing research in the corporate environment
A framework for assessing the role of marketing research in the planning process
How to understand the client’s decision process and needs

SESSION 2: UNDERSTANDING YOUR CUSTOMERS – MARKET SEGMENTATION

The need and the implications of understanding customer needs and adapting the marketing mix to specific segments
The bases and the analytical tools used in segmentation research
Presenting actionable segmentation results to management
Case studies illustrating the methodology and applications of segmentation research

SESSION 3: UNDERSTANDING YOUR CUSTOMERS – CUSTOMER SATISFACTION / LOYALTY RESEARCH

Components of a customer satisfaction monitoring program - discovery, benchmarking, tracking and implementation
Key issues in customer satisfaction research - what to measure, from whom, how to gather the data and how to analyze and interpret it
Applying customer satisfaction research results to business decisions

SESSION 4: UNDERSTANDING YOUR COMPETITION – MARKET STRUCTURE AND POSITIONING RESEARCH

Defining and identifying competition
Determining competitive market structure
How to assess competitive positioning: qualitative procedures, including social media monitoring and establishing online communities
Quantitative positioning: the considerations, key steps and analytical procedures
Components of a competitive intelligence system; sources of competitive information
Gaining competitive advantage

SESSION 5: MANAGING PRODUCTS AND SERVICES (Part 1): CONCEPT DEVELOPMENT AND OPTIMIZATION

Research tools applicable at the various stages in a product's lifecycle, including research for new products, idea generation procedures, concept testing and concept optimization
Analytical techniques such as conjoint analysis and discrete choice modeling useful in product research

SESSION 6: MANAGING PRODUCTS AND SERVICES (Part 2): RESEARCHING PRICE

The decisions involved in choosing the best pricing strategy for a firm
Information needed to make informed pricing decisions and how research can help
Structured and unstructured approaches and analytical strategies to assess the impact of alternative prices and to help select the optimal price
Price sensitivity measurement, conjoint analysis, discrete choice models and other analytical approaches in pricing research

SESSION 7: MANAGING PRODUCTS & SERVICES (Part 3): FORECASTING SALES & ADVERTISING RESEARCH

Choosing the appropriate forecasting techniques by stage in product lifecycle
Using test marketing and simulated test markets (STM's)
Judgmental, time series and causal models for forecasting sales
Conducting advertising research (Advertising decisions and supporting research methods; diagnostic and evaluative procedures to test advertising content and implementation; media/audience research for print, broadcast, and internet; ATU studies and tracking a brand’s progress over time)

More Seminar Information