Background

This is a seminar for those who need to commission and/or use market research and wherever market research is used as a tool to help develop or assess plans, proposals etc.

Market research impinges upon the work of everyone in marketing services and marketing. Marketers, account managers and planners spend large budgets on research and spend many hours in debriefs, assimilating and responding to the advertising consequences of research findings. At best, research is an enormous help in guiding and developing marketing initiatives, and at worst it kills great ideas. Unless people in marketing and marketing services know how research works and how to use it, they can't operate effectively.

Purpose and Aims

The purpose of this workshop is to help delegates understand the key theories and practices of market research, how to work with it and how it can be used constructively and effectively.

For

All who come across market research in their work and who feel they need to know more about it.

Format

A (long) half day or full day, comprising informal lectures and tutorials, illustrated by video and advertising.

Benefits

From this workshop delegates will:

• Learn about the main market research theories.
• Gain insights into how research is done.
• Consider the potential uses, strengths and weaknesses of different research techniques.
• Learn what it is appropriate to do - and when.
• Gain guidance on how to choose and brief research agencies, and judge their proposals.
• Gain guidance on how to work effectively with market researchers and to get the best out of them.
• Improve their ability to understand and make informed judgements about the research, comment upon and make effective use of research findings.

Contact Mike Imms - email us or telephone 01243 814777.