Since its inception in the 1930s, Market Research has continually evolved to meet the needs of an ever-changing world. New methodologies have been invented to cope with changing consumer habits, exploit emerging technologies and address novel business challenges. 

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

The Covid-19 crisis has created a need for the industry to adapt once again, initially to survive at a time when all company expenditure is being scrutinized, but then to thrive in world where people’s attitudes, behaviours and interactions have changed considerably, and businesses urgently need to understand the ‘new normal’. This fun, accessible, highly interactive on-line course explores the changes affecting the industry and how insights functions need to evolve to become indispensable to business decision making during and after the Covid-19 crisis.

Objectives
By the end of the course, participants will have an action plan for enhancing the reputation and impact of MR in their business.

The main aims of the course are to:

  • Help participants understand and reflect on the changes impacting businesses and the role of MR
  • Provide a framework for evolving a Market Reseach function
  • Highlight ways to make research budgets go further by leveraging low cost/good value methods where possible
  • Share ideas and suggestions for enhancing the business impact of MR

Topics

  • Industry trends before and since Covid-19
  • Impact on MR functions, budgets and priorities
  • Impact on MR methodologies and interpretation
  • Leveraging new data collection opportunities (including online, search, social, self-serve, open data)
  • Integrated research design & analysis
  • Enhancing the impact of MR findings
  • Implications for MR capabilities, partnerships and ways of working

Who will benefit?
Market research professionals who need to adapt quickly to the changing environment and think strategically about the contribution MR will make to their organisation’s ongoing success.

Learning Method
Explanations; discussions; quizzes; interactive exercises, Q&A via chat function.

Via video conferencing platform.

After three decades in the profession, Dan’s enthusiasm for market research and its people is as great as ever. Dan has always been at the forefront of innovation, involved in the development of many of the world’s most successful research methods such as Kantar’s BRANDZ, LinkTM & Cross Media solutions and Unilever’s PreView & Brand Health Check systems.


Dan’s contribution to industry thought leadership includes identifying what makes global advertising effective, scrutinizing the potential for viral, search and ’depth’ marketing, and championing mobile data collection to ensure sustainable representative samples. He is the author of ‘The Smart Marketing Book’.


As Head of Expertise for insights, Kantar UK, Dan turned his attention to the next generation of market research professionals, focusing on the new capabilities needed in the rapidly evolving business environment. As a trainer, Dan now shares his creativity, intellect and infectious enthusiasm with other insights professionals, helping them to thrive in our endlessly fascinating industry.

Additional Information

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