Introduction to Market Research

Deepen your knowledge of the principles, practices and processes of market research.

Gavin Mulholland - Introduction to Market Research

This introductory course enables you to understand the basic principles and practices of market research: what it is and why we do it. The entire research process will be covered, from understanding research requirements, developing discussion guides and questionnaires, weighing options for fieldwork, getting beyond ‘what people say’, through to organising presenting findings.

Learning Outcomes/Learning Objectives

• The scope of market research
• The various approaches and options open to you as a researcher
• Digging deeper
• Why it matters and its role in business decisions
• Presenting research findings

Who will benefit?

A wide range of delegates including researchers – both agency and client-side – at the start of their career and research users. Also suitable for staff in supporting functions, e.g. administrators who require a basic understanding of market research as well as individuals from small companies who may need to commission or undertake research but don’t know where to start.

Course Delivery Mode

Online

Trainer Biography

Gavin Mulholland was a Director at Illuminas with over 20 years’ experience in the industry. A holistic researcher, he works across both business and consumer markers, using both qual and quant techniques as the project requires. He is a member of MRS, the International Association of Hypno-Analysts (IAHA), and is a NLP practitioner, having studied directly under the founder, Dr. Richard Bandler. He is also the trainer of Britain’s premier Heavyweight Cage Fighter Champion, Neil ‘Goliath’ Grove. Gavin’s commercial research started on a consultancy basis while lecturing in Psychology and also Social Communications at the Universities of Westminster and Middlesex respectively.

Testimonials

“Gavin was really, really great! He did an amazing job of keeping us engaged, even though it was remote. I learnt a lot from him and really enjoyed the training course. He's a great presenter and teacher!”

Victoria – McCann, November 2024

“Gets you to be more conscious about the subconscious - your own and others.”

Gulshan Mahay – On Device Research, November 2024

"A detailed yet concise day of insight into the role of research in all kinds of industry."

Ajib Molajo - National Savings and Investments, March 2022