Market Research Best Practices


Philip Last, 18.06.2010, M6 Educational Centre

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Seminar overview

This workshop is designed to help participants clarify their understanding of how market research can help drive their businesses, by helping them take better informed decisions.

In particular the course will examine:
· Understanding the role of Market Research · Understanding Methods: focus on qualitative research · Applying qualitative research to developing innovation

Who Should Attend

Participants are likely to be business owners or in external facing functions (commercial, marketing, trade marketing) where responsibilities are focussed around understanding customers and consumers to deliver better targeted business solutions.
Participants should be comfortable with the basics of market research: Its role, basic methodologies, strengths and weaknesses.

How will you benefit?

During this seminar, you will acquire latest market research trends and techniques that will help you to:

· Develop business decision making based on sound market research · Developing a broader and more detailed knowledge of qualitative market research: - Key decisions it can help with - Qualitative Vs. Quantitative - Principles to maximize qualitative research · How qualitative market research can help drive growth through innovation

09:00 Introduction
09:15 Market Research for Better Business decisions
10:30 Break
10:45 Focus on Qualitative Research
12:15 Lunch
13:15 Consumer Insight Techniques for Driving Growth
14:30 Q&A
15:00 Close
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Philip Last
Philip Last is affiliated faculty at Grenoble Graduate School of Business, where he teaches on several international programs, including the MBA and the Executive Education programs.
Philip has more than 15 years experience in marketing and brand management for both multinationals and agency consultants. His breadth of knowledge spans 2 major European markets, France and the United Kingdom.

In early 2006, he set up Brand Development France, in partnership with a UK marketing consultancy with a successful history in innovation, positioning and branding.

Being fully bi-lingual and enjoying true understanding of both French and UK consumer culture, he focuses on marketing, innovation and branding issues for branded goods companies (FMCG, leisure and service sectors). He helps companies gets closer to their consumers, enabling them to develop in-depth consumer insights and benefit areas for future new product and service development.

Before setting up his own business, he gained first-hand experience with Brand Owners at Diageo (Smirnoff, Baileys, J&B Rare...), SC Johnson Wax (Glade, Pledge, Raid...), and Mars (M&M’s, Mars, Snickers…).

Since setting up the partnership, he has worked on local and European projects with senior clients at McCormick Foods, Unilever, Heineken, Mars, Lego, PepsiCo, Wrigley, ICI, Novartis, GSK and Kimberley Clarke.
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