Marketing Research Evaluation and Analysis
| Start Date | End Date | Venue | Fees (US $) | ||
|---|---|---|---|---|---|
| Marketing Research Evaluation and Analysis | 03 May 2026 | 07 May 2026 | Dubai, UAE | $ 3,900 | Register |
| Marketing Research Evaluation and Analysis | 02 Aug 2026 | 06 Aug 2026 | Riyadh, KSA | $ 3,900 | Register |
| Marketing Research Evaluation and Analysis | 20 Dec 2026 | 24 Dec 2026 | London, UK | $ 4,950 | Register |
Marketing Research Evaluation and Analysis
| Start Date | End Date | Venue | Fees (US $) | |
|---|---|---|---|---|
| Marketing Research Evaluation and Analysis | 03 May 2026 | 07 May 2026 | Dubai, UAE | $ 3,900 |
| Marketing Research Evaluation and Analysis | 02 Aug 2026 | 06 Aug 2026 | Riyadh, KSA | $ 3,900 |
| Marketing Research Evaluation and Analysis | 20 Dec 2026 | 24 Dec 2026 | London, UK | $ 4,950 |
Introduction
This course covers the basics of market research and introduces a number of advanced techniques to gain real and in-depth insight to help make better business decisions. Explaining how to write a good brief and choose the best agency, it doesn’t stop there; it helps you see how observations from research get crafted into insights and how this can then be measured simply via NPS along a customer experience map. The course is very practical and rich in case studies and real-life examples that should serve as inspiration for you to go back to your day job complete with new skills, reference templates and inspirational stories to drive your business forward.
Objectives
- Understand and meet your business needs by using advanced and new research methods such as Behavioural Economics, Heuristics, Emotional Resonance, Influencer Research, Semiotics, and Design Thinking
- Illustrate the difference between Qualitative and Quantitative Research, the pros and cons, and how they should work together – not in isolation
- Build your Research and insight around the core business motivators – the customer experience and purchase funnel
- Construct a great Market Research Brief/Insight Brief
- Craft meaningful springboard insights derived from your research observations and measure the success of any program against the Net Promoter Score (NPS) at any stage of the customer experience
- Apply your learning to create an agency selection criterion to meet your brief and choose the best partner
Training Methodology
This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.
Who Should Attend?
Today, the understanding of Market Research applies across all categories (Service and Product – category and country agnostic) and across a diverse range of job titles, not just limited to the learning for Marketing Professionals.
This Intermediate to Advanced level course is well-suited for those with over three years of professional experience and will benefit:
- Market Research Professionals such as Associates, Managers, and Senior Managers
- Sales Professionals
- Managers responsible for Consumer Insights, Brand Insights, Customer Experience (CX), Customer Insights, Market Intelligence, and Competitive Intelligence
- Business Leaders such as Entrepreneurs, Business Analysts, and Business Development Managers, Business Modelling Managers and Statisticians
- Agency Account Managers and Account Planners
Course Outline
What’s The Point of Market Research?
- Plenary discussion on definitions
- Explanation on the need for research to answer business questions
- Review of all the possible ways it can help
Qualitative Research
- Introduction to the most common Qualitative method – focus groups
- The vital considerations – Brief, moderator, and questionnaire flow, recruitment, etc.
Quantitative Research
- Introduction to the most common Quantitative method – Surveys
- How to use Google to calculate statistical significance
- Choice modelling principles
- Concept testing principles and best practice
Market Research Brief
- Introduction to a best practice brief and the principles
Test and Learn
- The principles of design thinking and dynamic insight
- Introduction to insightful behaviours needed to succeed
- (Questioning, Listening, Exploring, and Connecting)
Insight Definition
- The difference between insight, observations, facts and data
- How insight can inform businesses
Introducing the Customer Experience Framework and the Purchase Funnel
- Customer experience framework
Net Promoter Score (NPS)
- How it works, the ultimate way to measure performance
- How Market Research is fundamental
- Net promoter score calculations
- Customer experience mapping
- Briefing on grouping and theming
Selecting the Right Agency
- Thinking backwards – using skeleton decks
- ‘How to’ question crafter
- Briefing on mining and using the 5 Whys
- 5 Whys framework
- Crafting an insight

