Program Description
This course is designed to help participants become astute discoverers and incisive communicators of business-relevant strategic consumer insights across B2B organizations. It provides a comprehensive coverage of concepts, tools, and techniques to get into the “hearts, minds and motives” of consumers and stakeholders who participate or influence purchasing and use decisions and activities. Organized around the Big Picture framework, this course focuses on the customer as an individual and as within the context of the organization, starting with the question of who the customer is, and systematically examining the buying process from pre-purchase motivations and information search to post-purchase consumption and satisfaction, including how individuals interact within organizations to make group-based decisions.
An area of program focus is overcoming the “low-information-to-data” problem plaguing managers by assembling focused, essential strategy-integrated metrics designed to: (1) Operationalize the marketing strategy, and (2) Assess marketing investment effectiveness. This course ties the development, collection, and use of marketing metrics to the generation of consumer insights for strategy and execution. Participants will be able to gain hands on experience with practical market research and analysis tools and will discover sources of insight both within and outside the client organization.
- Understand qualitative and quantitative methods and their use in generating insight
- Learn strategic how to conduct back-of-the envelope opportunity sizing calculations
- Leverage the customer experience process to guide customer research
- Learn how to conduct qualitative interviews and code and analyze qualitative data
- Learn quantitative survey development and analysis tools to conduct segmentation analyses
- Learn how to set strategic evaluation and operationalization marketing metrics aligned to the strategy
