Marketing Research (Full Day)

Mining for Insights to Aid Decision-Making and Improve Business Results

In today’s age of intense competition, made more difficult by the fragmentation of media and the emerging power of the customer to define brands, insights are the lynchpin of competitive advantage, business growth, and the creation of shareholder value. 

This high-energy, interactive workshop focuses on how to find and apply insights that can build competitive advantage. Utilizing both quantitative and qualitative techniques, participants will learn how to optimize current research efforts and understand alternatives that may work for their brands. Experiential learning and case studies are also used to teach participants theories and techniques. Participants will learn to recognize the customer’s voice and put that voice into action in their approach to business.

Who Is This Workshop For?

  • Marketers involved with brand management, research, communications, media strategy, etc.
  • Suitable for all levels

Workshop Benefits

As a result of this workshop, you will be better able to:

  • Get more value out of current research
  • How to gain research insights with lessons drawn from quantitative and qualitative techniques
  • Use your existing data to determine voice of the customer and insight-based action for your brand
  • Apply best practices for quantitative and qualitative research
  • Follow a framework for determining the best application of research to your business
  • Prioritize research findings to enable optimal recommendations

 

trainer

Chris Miller

Chris is Founder of Innovation Focus and a high energy facilitator and speaker in service to inspire deep understanding and meaningful innovation.  He received his Ph.D. in Psychology from Case Western Reserve University.  His doctoral research targeted the life-long career development of engineers.  He has over 20 years of experience in facilitating, consulting and exciting interdisciplinary high performance teams on product development, customer interaction and rapid project completion.  He has held positions in information systems and market research with two Fortune 500 companies. In addition, he initiated several business ventures in consumer electronics, publishing and consulting services.

Chris is a Past President of the Board of the Product Development and Management Association (PDMA) and has been an active volunteer for over 20 years, holding numerous local and international positions including Chairing the International PDMA Conference, the Voice of the Customer Conference and the Front End of Innovation Conference. He prides himself as being a bridge between the academic and the practitioner community. Chris is a regular guest lecturer at universities and conferences for a variety of organizations.