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. A marketer relies on market research to understand—and measure key drivers of customer behavior.

On this course you will learn to identify and appeal to likely buyers of your product in order to guide the success of your marketing strategy. You will master the latest market research tools in order to gain insightful information into your market, product, audience, competition and more from a global perspective.

Course Content

Overview

• 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?.
• How 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.

Course Outcomes

• 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.

Training Methods

By all means, bring your pencil case, and yes, there will be handouts, but there will be a lot more discourse, debate, improvisation, role play, technology, practice and group dynamics. The training will be conducted in a friendly, fun atmosphere, which not only allows for different learning styles, but respects each delegate as an individual and ensures each one is challenged and derives maximum benefit from the course. Our aim is that you will be highly stimulated and encouraged to rethink.

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.

Meet the Course Instructor

Bill is a master facilitator who delivers sales, marketing, management and leadership courses for a wide range of international and global organisations. He helps managers, leaders and their teams to tackle the tough challenges faced in ever increasing competitive markets. Enabling individuals and teams to define problems, significantly improve and widen skills for innovation and strategy development, practical marketing and marketing communications.

His "How to" workshops equip companies and their personnel with a range of soft skills and planning tools to learn to ask better questions, actively listen effectively and achieve significant changes in collaborative, persuasive behaviour and negotiation.

He provides a combination of very practical experience and visionary thinking outside of current business boundaries, spanning many industries and markets. This has enabled him to develop and assist with the creative identification of new opportunities for many businesses. He is well known for designing and implementing process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a wide range of markets make his contributions invaluable and easily assimilated.

Bill Levell has delivered high quality training for the Institute of Sales and Marketing (ISM) in the Middle East since the company was formed in 1998.

He works globally and has extensive experience in the Middle East and Africa, Asia, North America, Eastern Europe including the CIS and UK and Europe.