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Managing Market Research Programmes

What is the programme about?

As markets become increasingly competitive, businesses need more facts on which to base their investment decisions. In particular, they need to track market changes to maintain alignment with customer and channel needs, preferences and satisfaction.

This programme improves the skills of research and insight marketers to leverage both internal and external data, and interpret trends emerging for this information. This experience focuses on analytical thinking skills as participants examine different research techniques, look at the components of a ‘best practice’ research process, and determine how to get value for money.

Participants are exposed to case material and data from research, and apply research solutions to a real business issue being faced by the business.

Who will benefit from the programme?

All marketers involved in planning and executing marketing and communications programmes, who need to interpret both internal and external data and information.

What challenges will this programme help you address?

  • Problem Definition: The programme teaches attendees how to use a structured approach to solving a marketing or business problem. 
  • Insight Process: The programme includes a readily applicable process for developing insights from internal and external data, and applies this process to a live business issue.
  • Research Technique Selection: The programme covers the main research techniques appropriate for developing trend analysis for key markets and products.
  • Research Management and Cost Effectiveness: Participants are given an understanding of best practice for research agency management.
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Segmentation and Targeting

ST teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges, enabling them to target the most attractive groups with carefully planned propositions and communications

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Turning Data into Effective Propositions

DEP develops capabilities to identify the data that provides the most value, enabling marketers to understand trends and insights into market and customer performance

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Customers at the Heart of Your Brand

CHO provides processes to help generate insights and identify those of most value, and teaches techniques to use in probing customer motivations and behaviors using both rational and creative thinking skills

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Data Driven Insight

DDI provides marketers and data analysts with a range of tailored techniques to turn data into actionable customer insights and new segmentation schemes with which to inform critical brand, proposition and planning decisions

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Creative Thinking

CT gives marketers the opportunity to test creative thinking techniques on live business opportunities, providing fresh new solutions across multiple forms, media and channels

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Developing Winning Propositions

WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and execution

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Marketing Strategy and Planning

S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing plan

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Living the Brand

LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brand

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Marketing Through the Digital Lens

DL provides marketers with an up-to-date understanding of the role of the spectrum of digital technology in marketing, enabling future propositions and communications to be properly explored, extended and implemented

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Social Media

SM introduces marketers to the use and context of social media within an integrated mix of marketing messages and campaigns, enabling them to identify where their company is on the social spectrum in terms of presence, performance, exposure and channels, and providing tools and resources to brief and plan social media campaigns Read more...

Aligning Sales and Marketing

ASM – dissipates tensions between sales and marketing, creating additional opportunities and efficiencies by helping marketers understand how salespeople operate and sell, and how marketing can underpin and influence their success

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Developing Powerful Communications

DPC explores how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications

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Delivering Value Through Effective CRM

CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they face

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