"Meaningful market and future trends research amounts to
seeing what everybody else has seen,
but thinking what nobody else has thought."
Marketers attempting to anticipate tomorrow's customer's needs, face two daunting challenges First, while studies conducted with antiquated research techniques provide a fine rear-view-mirror portrait of what consumers have already done, they don't even pretend to tell you what's down the road tomorrow. Second, while managers may know the future trends likely to impact their industry, they lack visionary ability to conceive unusual customer insights that produce a competitive advantage.
With customer needs changing more rapidly, marketing efforts must be revamped to stimulate rather than stifle innovation. This program is for progressive marketers and strategists eager to translate trends and market data others may know, into business opportunities their competition can't imagine.
Objectives:
In this workshop, participants learn HOW TO:
·
Integrate market research and future trends knowledge into strategic conversations year-round to help in forwarding innovation and sound decisions.
·Synthesize trends information into an understanding of customers' "latent needs"that is, what they might value but have never experienced and would never think to ask for.
·Know the common limitations in traditional market research methods and how they are applied in the strategic planning to kill off innovation.
·Apply a questionnaire for identifying minimally contested market segments
·Apply a set of questions that can trigger novel insights in consumer focus groups or in top-to-top planning meetings with supply channel partners.
Who would gain the most from this work?
Advertising and marketing professionals, strategists, managers responsible for developing innovative strategy with key customer accounts.
