Context

An accessible introduction to what marketing is and what marketing people want, specially designed for market researchers.Market researchers are usually trained in the objectives, details and methodologies of market research but they often receive only a scant introduction to the marketing roles and rules for which their work will be used.

Clients are becoming ever more demanding of their data/research/insight suppliers and less tolerant of those who just “present the numbers” and fail to make it relevant and actionable.This one-day course introduces market researchers and those who work within insight to the daily needs, demands and expectations of marketing people – their clients.

Who would benefit

This course is designed especially for:

  • those who are new to market research
  • those who have been in market research for a while but have not had much exposure to the broader world of marketing
  • those who feel they could improve their understanding of marketing from a research perspective

Objectives

  • Overall, to gain a better understanding of what marketing people do, what they think and what they want from market research (and beyond):
    • What are their goals, responsibilities and objectives?
    • How do they work with – and what do they want with – their suppliers?
    • In particular, what do they want from market research and market research agencies?

Learning outcomes

  • You will gain a broader understanding of how market research fits into your clients’ world.
  • This will make you a more effective designer and deliverer of market research as you will be better equipped to ensure your clients’ needs are being met.
  • This will improve your own standing within your company and enhance the performance of your team and deliver more actionability.
  • In the bigger picture, this will give your clients a greater degree of trust and confidence in your organisation and a greater chance of having a seat at the “top table”.

Level
Specialist


Additional Information

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