Marketing Research Skills

Download Brochure

Marketing research is a vital tool for businesses looking to understand their target audience, assess market trends, and make data-driven strategic decisions. This training course equips professionals with essential research methodologies, from qualitative and quantitative analysis to market segmentation and brand positioning. Participants will gain hands-on knowledge to conduct effective research, interpret market data, and apply insights to drive business growth and competitive advantage

Marketing Research Skills:

By the end of this course, participants will be able to:

• Understand the Fundamentals of Market Research – Gain a strong foundation in qualitative and quantitative research methodologies.
•  Develop Effective Research Strategies – Learn how to design and implement research projects tailored to business needs.
•  Enhance Consumer and Market Insights – Analyze consumer behavior, market trends, and competitive landscapes to make informed decisions.
•  Apply Research to Business Growth – Utilize research findings to improve product development, marketing campaigns, and brand positioning.
•  Optimize Market Segmentation – Identify and target specific market segments using data-driven
• Master Brand Positioning Techniques – Conduct brand tracking studies to measure brand health and equity.
•  Improve Data Collection and Analysis Skills – Learn to gather, process, and interpret data for actionable business insights.

Who Should Attend?

This course is ideal for professionals seeking to enhance their market research expertise, including:

•  Market Research Analysts
•  Marketing Managers
•  Product Managers
•  Brand Managers
•  Business Development Managers
•  Consumer Insights Specialists
•  Strategic Planners
•  Marketing Consultants

Course Outline:

Day 1: Introduction to Marketing Research

• The importance of market research in business strategy.
• Roles and applications of market research.
• Regional and cultural influences on research approaches.
• Consumer vs. business-to-business market research.
• The market research process and organizational structure.

Day 2: Market Research Design

• Identifying research-worthy problems and opportunities.
• Working with market research suppliers.
• Developing a market research brief and proposal.
• Understanding research accuracy, budget, and timeline.
• Key components of a successful research proposal.

Day 3: Uses of Market Research

• Understanding markets and consumer behavior.
• Enhancing product development through research insights.
• Brand positioning and communication strategies.

Day 4: Qualitative Research

• Definition and scope of qualitative research.
• Key qualitative research tools and techniques.
• When and how to apply qualitative research.
• Practical applications in market analysis.

Day 5: Quantitative Research

• Introduction to quantitative research methodologies.
• Sample size determination and research accuracy.
• Tools and techniques for quantitative research.
• Data analysis and interpretation for business insights.

Day 6: Market Segmentation Using Research

• The importance of market segmentation.
• Qualitative vs. quantitative segmentation methods.
• Best practices for implementing segmentation strategies.

Day 7: Brand Positioning and Market Research

• Research methods for launching or rebranding a product.
• Evaluating brand health and tracking studies.
• Designing brand tracking research.
• Measuring and valuing brand equity.

Day 8: International Market Research

• Understanding the global market research industry.
• Overcoming challenges in international research.
• Measuring attitudes across different regions.
• Managing multi-country research projects.
• Utilizing secondary research for global market insights.