The following is a general outline of the course content. The actual sequence of topics covered in specific sessions may vary somewhat, depending upon availability of guest speakers (if applicable) and delivery format of the individual instructor.
Session 1 – Intro / Framework for Customer Insights
- Understand the ways in which research and analytics are used by businesses today
- Review the key tools used to uncover customer insights
- Explore a process to build and communicate research and analytic projects
Session 2 – Building Customer Knowledge through Research
- Understanding the research process and problem formulation and how it supports strategy and tactics
- Profile categories of research (primary versus secondary research)
- Examine differences between qualitative and quantitative research and determining when each is appropriate
- Conduct a comparative evaluation of quantitative data collection methods and qualitative approaches
- Determine how to choose a research supplier
- Review common research pitfalls and how to avoid them
Session 3 – Tools and Techniques of Research
- Discussion of how to formulate the research problem, organize projects and determine the kinds of questions to ask before conducting research
- Integration of previous session learning into how to write a research brief
- Understanding of questionnaire design principles
- Understanding of key technical issues in market research including: statistical significance, sampling (including how to determine optimal size), sample accuracy, weighting, and comparing results from different waves or studies
Session 4 – Understanding Data and Profiling
- Review of the various sources and types of data that businesses can access
- Understand how to collect and assemble data to be useful in research and analytic projects
- Discuss how customer data is collected and stored within companies
- Understand how customer and market profiling efforts can improve marketing performance
Session 5 – Deep dive into Segmentation
- Review of the core forms of customer and market segmentation
- Exploration of Customer Value segmentation, specifically how it is built and leveraged
- Review of needs-based segmentation along with demographic and psychographic approaches
- Discuss case studies that demonstrate how companies have transformed segmentation into marketing strategies and tactics
Session 6 – Leveraging modeling to drive ROI
- Gain an understanding of how predictive modeling solutions are leveraged by businesses to improve ROI
- Understand when to use models, the inputs, the drivers of the output, and the ways to evaluate the efficacy of your solution
- Understand your role in the modeling process
- Explore examples of modeling as part of a direct marketing campaign executions
Session 7 – Fundamentals of Customer Value management
- Discuss the role of customer listening in the form of Customer Value Management principles
- Review how companies transform customer input into actionable strategies, tactics and metrics
- Understand the different methods used to evaluate loyalty
- Review methods to transfer the voice of the customers into organizational plans and marketing programs
Session 8 – Online Research/Social Media and Research Review
- Examination of emerging online research tools available, including live interactive demonstrations
- Discussion of new techniques of social media monitoring
- Case studies of advanced data analytic techniques and their practical application
- Review the research principles shared throughout the course in preparation for the exam
Session 9 – Actioning Insights and Analytic Review
- Discuss methods to communicate and drive change with the results of research and analytics
- Review of the Framework for implementing research and analytics along with the tools
- Review of the analytic principles shared throughout the course in preparation for the exam