Join Ipsos for a detailed 2-day session hosted by the American Marketing Association, during which Mary Kaye O'Brien will discuss the drivers of market success. For a synopsis of the learning outline, please listen to this brief interview podcast.
Course Outline
Is consumer research planned in your company or does it usually result from last minute crisis decision-making? Do you have the desire to incorporate the voice of the consumer in to your planning, but don't know how, or if the time is even right, or if you can afford it? Strategic Research Planning will provide you with the knowledge you need to prepare a comprehensive approach to conducting consumer research to support marketing and product/service development that fits your budget.
Learning Objectives
- Understand the research process and how to know when you need research.
- Understand the different approaches to gathering insights and how to determine which research approach will best meet your needs.
- Prepare a complete assessment of your market and consumer research landscape in the context of your own business and marketing objectives.
- Learn how to analyze the Strengths, Weaknesses, Opportunities, and Threats you face in obtaining a comprehensive view of your market and consumers and gain insight on how to maximize your strengths and minimize your weaknesses.
- Assess possible unexploited resources and identify actionable recommendations for consumer research planning.
- Identify a strategic research plan for your organization.
Who Should Attend?
Anyone involved in conducting and/or commissioning marketing research activities: providers of insights including research managers and analysts as well as the ultimate users of consumer insights - marketing & product managers.
About the Instructor
Mary Kaye O'Brien is a Vice President with Ipsos Marketing Research. Mary Kaye is managing director of the Seattle-based office, providing overall direction for client service and project design and support activities. Mary Kaye has over 25 years of research experience as both a buyer and provider of research services. Mary Kaye's extensive research background includes Advertising and Branding, Product Development (ideation and evaluation) Customer Satisfaction/User Experience, and Strategic Planning. She has applied her research skills across a wide variety of sectors including Retail, Travel, Tourism & Transportation, Internet/e-Commerce, Healthcare, Non-Profit and Agency/Advertising. She also has experience establishing research functions within companies. Mary Kaye is a graduate of the University of Iowa and has completed Master of Arts preparation in Psychology at Drake University. The focus of her academic studies has been on experimental social psychology. Mary Kaye is actively involved in several professional market research organizations including the American Marketing Association, the Puget Sound Chapter of the AMA and the Puget Sound Research Forum.
To learn more about this AMA training course, or others, please click here.