Market Research & Intelligence

“We made things easy for you”

Introduction to Market Research and Intelligence

Sound marketing decisions rely on the availability of market information and market intelligence to develop strategy, to decide tactics and to measure performance.

One of the key roles of marketing professionals should be to ensure the availability of relevant and up to date information on which decisions can be made with confidence.

On successful completion of the course delegates will be able to:

  • Identify information needs.
  • Review existing and secondary sources of information.
  • Understand the components of a market intelligence.
  • Build competitor profiles system.
  • Plan a market survey.
  • Select appropriate methodologies.
  • Use the internet to source and build market data.
  • Use market information as part of the planning process.
  • Understand the ten steps of a market research project.
  • Write and design an effective research brief.
  • Manage your relationship with external agencies.
  • Analyse the data outputs.
  • Draw conclusions and make recommendations.

Course Content


  • When to use an online survey, whether focus groups would be better suited, could telephone interviews help, are one-to-one interviews needed?
  • How to search more efficiently for existing published data – what can be found for free – or nearly-free?
  • How to critically evaluate a questionnaire someone else has designed or how to improve your own questionnaire?
  • ow to use the data to support marketing decisions.
  • Identifying the information needs of the organisation.
  • Specifying information needs in a clear and digestible manner.
  • Using the internet and library resources to locate existing information.
  • Primary data collection via fieldwork.
  • Uses and applications for market intelligence.

Training Methods

The programme is designed to enhance learning through group and individual cases and exercises.

There are a number of opportunities to practice techniques and evaluate skill levels. In addition the course leader’s specialist knowledge and guidance are available in all sessions.

The programme will be supported with complete sets of workbooks, handouts and post course.


The course will have a maximum of 18 people who will be selected based on the type of business they are in and their job role to ensure a thorough mix of industries, ideas and experience.

Who should attend?

Any marketer seeking to improve their organisation’s market and economic performance including those with specific market research or competitor intelligence responsibilities.


Course Leader: Bill Levell

Bill Levell is a principal consultant at the Chartered Institute of Marketing (the world’s largest professional body for marketers) where he specializes in Marketing, Sales, and Business Strategy. He is the longest serving Faculty Director having been there for over 30 years.

His personal clients include Citibank, British Airways, Siemens and the UK Government who regard him as a vital channel in the development of their business strategy and practical implementation of their marketing and sales plans.

Bill’s own corporate career began in front line sales and grew to take senior appointments at Management and Board level both as Marketing Director and then Managing Director of a UK listed £350m turnover company.

His reputation is founded on a combination of very practical experience (spanning many markets and industries) and the ability to think outside of current business boundaries. He regularly assists with the development of creative opportunities for businesses and is regarded as an important catalyst in strategic management thinking. He is well known for his design and implementation of process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a range of markets make his contributions invaluable and easily assimilated.

Bill is passionate about training and his knowledge, experience, creativity and sense of fun combined with his highly interactive and participative style of delivery and facilitation are consistently appreciated as an opportunity to unlock the potential of the delegates who attend his courses.