Sales and MarketingMarket Research and Customer Insight
Organisations commission research to confirm a decision already taken, and receive findings that support it because the questions were written that way. This course covers research that can change a mind. Delegates work through defining the decision the research must inform, choosing between qualitative and quantitative approaches and what each can and cannot establish, and sampling and recruitment for a market where panels are thin and reach is uneven. Interview and focus group technique is practised, including avoiding the leading questions that produce agreeable answers. Analysis and the difference between what people say and what they do are covered. Competitor and desk research follow. The course closes on presenting findings that a decision maker will act on, including unwelcome ones.
Course objectives
- Define the decision the research must inform before designing it
- Choose between qualitative and quantitative approaches appropriately
- Sample and recruit in a market with thin panels and uneven reach
- Run interviews and focus groups without leading the answer
- Analyse findings and separate stated preference from behaviour
- Conduct competitor and desk research efficiently
- Present findings a decision maker will act on, including unwelcome ones
Who should attend
- Marketing and insight professionals
- Product managers researching customer need
- Business owners testing a proposition
- Strategy and business development staff
- Agency and consultancy researchers
Course outline
- 01Research commissioned to confirm a decision
- 02Defining the decision to inform
- 03Qualitative and quantitative approaches
- 04Sampling and recruitment in this market
- 05Interview and focus group technique
- 06Avoiding leading questions
- 07Analysis, stated preference and behaviour
- 08Competitor research and presenting findings
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 30 September to 2 October 2026 | Nairobi, Kenya | Classroom | USD 995 per delegate | Register Now |
| 30 December 2026 to 1 January 2027 | Online | Online | R6,500 per delegate | Register Now |
| 13 to 15 January 2027 | Kigali, Rwanda | Classroom | USD 995 per delegate | Register Now |
| 24 to 26 February 2027 | Accra, Ghana | Classroom | USD 995 per delegate | Register Now |
| 10 to 12 March 2027 | Harare, Zimbabwe | Classroom | USD 995 per delegate | Register Now |