Session: Results-Driven Marketing Research
Instructor: Mike Zicha
Track: CMS Business Track
Audience: Businesspeople, Content Creators & Developers
Marketing Research is a vast subject, but one that every business must incorporate to some degree into its business plan.
- If you already have a product, but need to figure out how to get it into the hands of your customers...
- If you are contemplating enhancing a current product and need to decide which improvements will bring in more market share...
- If you want to create a product or service to fill a niche and need to define the optimal set of offerings...
…Then you need marketing research!
Whether crafting a short 5-question poll or an in depth trade-off study, asking the right questions in the right context will mean the difference between actionable data and flat data. Come to Results-Driven Marketing Research and learn how marketing research can help you create your product, market to your audience and bring in more market share.
Mike Zicha, CEO of Zicha & Associates, will share key insights from his 25-plus years of experience during this highly informative session. Mike has helped Fortune 500 companies make multi-million-dollar decisions based on empirical data that has turned a product (or in some cases an entire company) around. No matter what business you're in, don’t miss this high-impact session!
Key Topics Covered:
- Types of research: focus groups, questionnaires, polls, and one-on-one
- Questions that can be answered with market research
- Segmentation, price elasticity, competitive analysis, optimal offerings
- Questionnaire design foundations
- Analysis methods
- When to conduct research yourself and when to hire it out
Prerequisite: No prerequisite required. The CMS Business Track was created to provide relevant, timely and actionable insights for users seeking insights from a business perspective (processes, policies, business modeling, marketing, etc).