Burke Institute Seminars
The Burke Institute presents
 

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

This on-site training class is also available as Public Schedule Seminar.

The focus of this 2-day seminar is on the application of various marketing research methods to specific decision areas

Course Description/Agenda


What You'll Learn

The focus of this 2-day seminar is on the application of various marketing research methods to specific decision areas involving your customer, brand and product/service. You will learn how to...

  • 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.
  • Decide what to advertise, where to advertise, and how to evaluate your message.
  • Evaluate alternative pricing strategies and assess demand for current and new products.

Course Outline & Schedule

FIRST DAY

Time

Session

8:30 - 8:45

Introduction

8:45 - 10:15

SESSION 1 - RESEARCH FOR MARKETING 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
  • Framework for assessing the role of marketing research in the planning process

10:15 - 10:30

Break

10:30 - 12:00

SESSION 2 - UNDERSTANDING YOUR MARKETS

  • Market structure analysis
  • Market segmentation
  • Positioning tools

12:00 - 1:15

Lunch Break

1:15 - 3:00

SESSION 3 - UNDERSTANDING YOUR CUSTOMER

  • Customer segmentation
  • Customer experience
    • Loyalty and satisfaction
  • Big data

3:00 - 3:15

Break

3:15 - 5:00

SESSION 4 - UNDERSTANDING YOUR BRAND (Part 1)

  • Brand equity
  • A&U studies
  • Advertising/image research
  • Social media

SECOND DAY

Time

Session

8:30 - 10:15

SESSION 5 - UNDERSTANDING YOUR BRAND (Part 2)

  • Brand equity
  • A&U studies
  • Advertising/image research
  • Social Media

10:15 - 10:30

Break

10:30 - 12:00

SESSION 6 - UNDERSTANDING YOUR PRODUCTS/SERVICES (Part 1)

  • Product testing
  • Concept testing and optimization
  • Forecasting
  • Pricing

12:00 - 1:15

Lunch Break

1:15 - 2:45

SESSION 7 - UNDERSTANDING YOUR PRODUCTS/SERVICES (Part 2)

  • Product testing
  • Concept testing and optimization
  • Forecasting
  • Pricing

2:45 - 3:00

Break

3:00 - 4:30

SESSION 8 - UNDERSTANDING YOUR DISTRIBUTION CHANNELS

  • Shopper research
  • In the moment research (mobile)

4:30

Concluding Remarks

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended this seminar. Names of evaluators have been left out as a matter of professional courtesy. The content was directly relevant to upcoming projects.

"Timely, useful and easy to understand."
Manager, Market Research Baxter BioScience

"The seminar content was excellent. It opened my eyes to a great deal of possibilities with research."
Research Director, Sprout Marketing

"Excellent overview, useful for choosing decision paths to follow when determining techniques to apply. Excellent presentation skills." Market Research Analyst, The Jacobs Group

"Good Content. Comprehensive."
Senior Manager, Ortho-McNeil Pharmaceutical

"Excellent -- covered many topics in great detail. Many ideas to take back. Many examples to emphasize points."
Research Analyst, Boston Edison

"Great. Most subjects applicable to my day to day job. Definitely worthwhile. (Speaker) wonderfully knowledgeable and articulate. Did a solid job of tailoring seminar to meet needs of attendees."
Marketing Research Manager, Microsoft

"Extremely informative and full of useful insights."
Market Analyst, PacifiCare of California

 

More Seminar Information

The Burke Institute
Burke Institute Seminars

Delivery Method

On-Site Training On-Site Training

Also Available As

Seminar Seminar

 
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On-Site Training
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