Market Research: From Information to Insight to Decision.

You may think you know how to engage your audiences, but is that enough? Instincts only go so far. Market research can deliver the insights that identify new audiences, reveal untapped needs, illuminate your organization’s hidden benefits, and validate your messages. But how can you ensure that what you gather will lead to insights and good decision-making? And, what can you do to make sure your research dollars are well spent?

We can help. In three highly interactive hours you’ll learn the best way to:

• Successfully manage the research process – whether you’re working with a market researcher or doing it on your own
• Ask the critical questions that lead to good decision-making
• Know when—and how—to use focus groups
• Build survey and interview techniques
• Develop an internal research capability
• Find good sources of secondary data and information

Essentials

Schedule:
The course is comprised of three one-hour classes scheduled over consecutive weeks. Check our calendar...

Who will benefit:
Marketing and communications professionals with responsibility for constituent relations.

The H word:
Between classes, students will be asked to do a little light homework: you’ll be asked to review several research instruments and identify potential problems in the research design.