15: Shopper Research
About this course
Marketing professionals have long understood the value of market research as a way of understanding how consumers think, feel, and act. The purpose of research is to create an understanding that can be leveraged to create competitive advantage.
Modern research methodologies offer great insight into shopper motivation and behavior. However, knowing exactly what to measure and how to effectively convert data into meaningful information isn’t as simple as it might seem.
This course explores the various types of research, the difference between qualitative and quantitative research, as well as primary and secondary data. It furthermore equips you with the necessary techniques to ensure your research is accurate, useful and valuable.
This course will show you how to effectively conduct and manage shopper research projects, avoid the most common pitfalls and create better results from your research work.
Marketing and sales professionals in the consumer goods or retail industry, interested in using research to gain greater market share,
About 3 hours
Course Curriculum
| ES2C02U01 – Understanding Shoppers | 00:05:00 | ||
| ES2C02U02 – Data vs. Insight | 00:05:00 | ||
| ES2C02U03 – Gathering Information | 00:10:00 | ||
| ES2C02U04 – Four Places to Collect Data Podcast | 00:10:00 | ||
| ES2C02U05 – Secondary Data Sources | 00:05:00 | ||
| ES2C02U06 – Three Techniques to Ensure Your Research Is Useful | 00:35:00 | ||
| ES2C02U07 – Primary Data and Survey Questions | 00:10:00 | ||
| ES2C02U08 – Partners for Research | 00:05:00 | ||
| ES2C02Q01 | 01:00:00 | ||
| ES2C02U09 – Converting Data Into Insight | 00:05:00 | ||
| ES2C02U10 – Understanding Shoppers | 00:30:00 | ||
| ES2C02U11 – Actionable Insights | 00:05:00 | ||
| ES2C02U12 – Sources of Secondary Data | 00:05:00 | ||
| ES2C02Q02 | 01:00:00 | ||
| ES2C02U13 – Kimberly Clark’s Plan | 00:30:00 | ||
| ES2C02U14 – Qualitative Shopper Research | 00:05:00 |
