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Research Based Market Insight

The Chartered Institute of Marketing (CIM)

Summary

Price
£1,495 inc VAT
Study method
Classroom
Duration
2 days · Full-time
Qualification
No formal qualification

Location & dates

Location

Address
SL6 9QH
United Kingdom
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Overview

Drawing insight from market information requires a deep understanding of customers' attitudes and consumer behaviour. This course focuses on information requirements, data collection options and how to ensure required information is available and accessible for business decisions.

Benefits to you and your company
The delegate will learn to distinguish between market research and customer insight and understand how to practice becoming insightful. From specifying the research needs to deciding on methodologies and analysing the findings, they will learn to use appropriate tools to develop insight which can become the basis of competitive advantage.

Customer insight is essential for successful NPD, market positioning, market development and competitive strategy. By understanding the type of information needed, how it can be collected and how then to use it, the organisation can develop a customer focused marketing strategy. A fresh and detailed understanding and interpretation of the data will provide the support needed to develop business strategy

Learning outcomes
• Understand the meaning of customer insight.
• Review existing information available internally and externally.
• Understand customer needs, monitor customer satisfaction, measure company performance.
• Plan a market survey and select appropriate methodologies.     
• Set up processes to monitor and analyse market trends.
• Use the customer database to develop insight.
• Analyse qualitative and quantitative research.

Delivery style
The training is highly participative and will include specific exercises to develop a research brief and to use survey output to draw conclusions. Extracts from webinars are used to illustrate practical examples of applications and methodologies.

Description

• What is insight?
• Specifying information needs.
• Market research methodologies.
• Customer databases.
• Segmentation.
• Monitoring market trends.
• Combining methods to develop insight.
• Tools of analysis.
• Developing conclusions and recommendations based on research.

Who is this course for?

This course is intended for those who are responsible for the collection and dissemination of market information to management, ensuring that information needs can be met on a regular, and planned, basis. You are likely to be already in a marketing function, although may be new to market research and/or marketing information.

Questions and answers

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Legal information

This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.

FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.
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Similar subjects: Marketing