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Burke Institute Seminars
The Burke Institute presents

Virtual Classroom (Live) Applying Research and Insights: Customer, Brand, Product Webinar

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 Webinar Information

The Burke Institute
Burke Institute Seminars

Course Summary

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.

Delivery Method

Virtual Classroom (Live) Virtual Classroom (Live)

Who Should Attend

Marketing Research Professionals

 
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