Integrate quantitative and qualitative market research into existing management routines rather than running it separately.
Building Integrated Quantitative and Qualitative Market Research Methods
Turn quantitative and qualitative market research from a stated policy into a practice your organisation can evidence.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Most disappointing results in quantitative and qualitative market research trace back to an audience defined too broadly. Attribution in market research is imperfect; that is not a reason to stop measuring it. They acquire practical criteria for judging when this part of marketing and commercial practice is working and when it is only appearing to. Participants test their assumptions about quantitative and qualitative market research against scenarios designed to break weak ones. Where this strand of marketing and commercial practice is measured, it improves; where it is only discussed, it drifts. Plans for market research often fail at the handover point between functions. The course covers quantitative and qualitative market research at the level of detail needed to act, and stops there. It is designed for mixed groups, so that market research is examined from more than one functional angle. The course ends by identifying what the participant will stop doing to make this aspect of marketing and commercial practice sustainable.
Expected Learning Outcomes
Define the audience for market research precisely enough to exclude people.
Plan the handover of quantitative and qualitative market research so that capability is not lost when key staff move on.
Design the qualification criteria that stop effort being wasted in market research.
Plan expansion of quantitative and qualitative market research into new segments or markets deliberately.
Align marketing and sales handover within market research so leads are not lost.
Present the case for investment in quantitative and qualitative market research in terms that a finance function will accept.
Who Should Attend
Customer experience managers improving quantitative and qualitative market research.
Brand and communications specialists shaping market research.
Sales managers leading teams that deliver quantitative and qualitative market research.
Product managers whose proposition depends on market research.
Anyone whose accountability for quantitative and qualitative market research exceeds their current formal training in it.
Those responsible for briefing external stakeholders on market research.
Course Modules
Quantitative and qualitative market research: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Reading the current state of quantitative and qualitative market research honestly
- Record what was learned when quantitative and qualitative market research did not go as planned.
- Set out how exceptions to market research are requested and approved.
- Establish what evidence demonstrates quantitative and qualitative market research is under control.
- Document the sales process for market research so a new joiner can follow it.
Session 2The claim about market research competitors cannot copy
- Describe the buyer for quantitative and qualitative market research specifically enough to name who is excluded.
- Check that market research still works when volumes rise unexpectedly.
- Decide what will be stopped to create capacity for quantitative and qualitative market research.
- Estimate the resource market research requires to run as designed.
Market research: pricing, value and discount control
2 sessions · 8 pointsSession 1Where the buyer actually decides on market research
- Set objectives for quantitative and qualitative market research in revenue terms with a timeframe.
- Structure pricing for market research against perceived value.
- Select channels for quantitative and qualitative market research based on evidence, then cut the rest.
- Compare cost of acquisition against value in market research.
Session 2The handover between marketing and sales in market research
- Assign responsibility for keeping documentation of quantitative and qualitative market research current.
- Establish who is informed, consulted and accountable in market research.
- Name a single owner for each element of quantitative and qualitative market research.
- Build the internal briefing that explains market research to those affected.
Market research: audience definition and segmentation
2 sessions · 8 pointsSession 1The paperwork for market research that is actually needed
- Write the positioning claim for quantitative and qualitative market research and test whether a competitor could say it too.
- Record the rationale for each significant choice made about market research.
- Collect evidence on the present handling of quantitative and qualitative market research before proposing changes.
- Build the report on market research that answers whether to spend more or less.
Session 2Testing the message on quantitative and qualitative market research before spending
- Test creative for quantitative and qualitative market research at small scale before full commitment.
- Benchmark the organisation's market research against comparable operations.
- Build the content that answers the buyer's real question about quantitative and qualitative market research.
- Identify where judgement in market research is legitimate and where it is not.
Market research: positioning and the honest claim
2 sessions · 8 pointsSession 1Defining the audience for market research narrowly enough to matter
- Agree the attribution model for quantitative and qualitative market research and state its known limits.
- Design the retention action triggered when a customer of market research goes quiet.
- Identify single points of dependency in quantitative and qualitative market research and reduce them.
- Set the discount authority for market research and require justification.
Session 2Reviewing market research when nothing has gone wrong
- Write down the assumptions underpinning the approach to quantitative and qualitative market research.
- Measure lifetime value from market research, not just first purchase.
- Script the three most common objections in quantitative and qualitative market research and the responses.
- Define qualification criteria that disqualify quickly in market research.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.