1. Program Overview

This program is designed to equip professionals with practical knowledge and tools to gather, analyze, and interpret market data for strategic decision-making. It integrates modern research techniques, data analytics, and consumer behavior modeling to enhance marketing effectiveness, product development, and competitive positioning.

2. Training Objectives

By the end of the program, participants will be able to:

• Understand the full process of market research and its strategic value.
• Apply both qualitative and quantitative research methods.
• Use data analytics tools to extract actionable insights from large datasets.
• Translate consumer data into behavior-driven business strategies.
• Present findings in clear, visual, and decision-supportive formats.

3. Target Trainees

This program targets:

• Marketing and brand managers
• Business development executives
• Product managers and strategists
• Customer experience officers
• Research analysts and data scientists
• Entrepreneurs and innovation officers

4. Main Discussion Items / Modules

• Module 1: Foundations of Market Research
• Types and purposes of market research
• Research process and design
• Sampling techniques and data collection tools
• Module 2: Consumer Behavior and Insight Generation
• Behavioral models and psychographic profiling
• Tracking customer journeys
• Turning feedback into actionable insights
• Module 3: Data Analytics for Marketing
• Descriptive, diagnostic, and predictive analytics
• Tools: Excel, Power BI, SPSS, Google Analytics, Python (intro)
• KPI tracking and dashboard development
• Module 4: Advanced Quantitative and Qualitative Techniques
• Surveys, focus groups, and observational methods
• A/B testing, regression, cluster analysis
• Sentiment analysis and social listening
• Module 5: Segmentation, Targeting, and Positioning
• Market segmentation approaches
• Target market analysis using data
• Positioning strategies and perceptual mapping
• Module 6: Presenting and Visualizing Insights
• Data storytelling techniques
• Visualization tools and dashboards
• Making research matter to decision-makers

5. Training Methodology

The delivery approach includes:

• Facilitator-led sessions
• Practical assignments and exercises
• Group-based data analysis simulations
• Case studies and real-world datasets
• Interactive dashboards and reports

6. Tasks

• Design a market research plan
• Conduct a basic consumer survey
• Analyze customer segmentation data
• Build a dashboard of market KPIs
• Present consumer insights to an executive panel