Publishing Training Centre: Market Research and Customer Insight

Knowing what your customers think about your brand and the market is a crucially important step to making decisions with confidence on both tactical and strategic matters. This can be anything from a simple (yet critical) decision on cover design to refining the tone of your marketing communications or even exploring new product categories to expand into.

This Market Research and Customer Insight course is a practical introduction to running research, whether it be in-house or via an agency, and will arm you with the essential skills to run a research project and avoid common pitfalls. You will learn about research sources, planning and executing a campaign, making sense of all the data and finally implementing the research outcomes.

The course is a practical introduction to market research. Your tutor will present the key facts relating to effective research and then delegates are invited to try it for themselves in practical exercises.

Anyone responsible for making decisions on content, design, marketing or commissioning will benefit from this course. Managers will benefit from having topline knowledge of the process and tools available, and those responsible for actioning research will benefit from the structured process and key analytical tips which help to make sense of all the data.

Learn how to: brief a research project – key stages and defining the hypothesis you are trying to prove; use data sources – how can you draw on what you currently have, creating valid audiences; execute a campaign – testing, quantitative and qualitative; evaluate your findings – making sense of it all and presenting it back to the team.