While the following sequence of seminars described below is highly recommended, it is not required. Individuals with
relevant backgrounds may skip appropriate seminars and attend others in the most convenient order.
Please contact us if you have any questions or would like help in determining which seminar is most appropriate
in your situation.
Marketing Research Generalist Sequence
|Stage 1||Stage 2||Stage 3|
|Practical Marketing Research||Designing Effective Questionnaires: A Step by Step Workshop||New Product Research: Laying The Foundation For New Product Success|
|Applying Research & Insights: Customer, Brand, Product||Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization||Market Segmentation and Positioning Research|
|Tools & Techniques of Data Analysis||Designing and Managing Best-in-Class Customer Engagement Programs|
|Practical Multivariate Analysis|
|Practical Conjoint Analysis And Discrete Choice Modeling|
STAGE ONE (Marketing Research & Insights Generalist Path)
The RM01 Practical Marketing Research course provides valuable insights into understanding the entire marketing
research framework that consists of information on study design, data acquisition, analysis, and reporting. This
should be the first seminar that most participants take. Many of our clients have acknowledged that they wish they
had the opportunity to take this course when they first started working in or with the research department.
The second course in the sequence is the RA01 Applying Research & Insights: Customer, Brand, Product which is usually
offered during the same week as Practical Marketing Research. This two day seminar will provide a broad understanding of
some of the most important applications found in marketing research, including segmentation, positioning, pricing, customer
satisfaction, advertising, and new product research. Having completed these two courses, participants will have a solid
foundation in research and will be prepared to take on the more in-depth seminars which focus on specific areas of research.
STAGE TWO (Marketing Research & Insights Generalist Path)
The RM03 Designing Effective Questionnaires: A Step by Step Workshop seminar will appeal to those individuals responsible
for designing questionnaires within their own organization or working directly with MR suppliers. Workshops are designed around
real world questionnaires and require individuals to apply what they have learned during the course.
The C01 Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization uses storytelling principles
merged with traditional frameworks to create engaging and actionable reports. Insights uncovered during the research process will
help to shape the story and build a foundation for the report. This program will help take your reporting to the next level helping
to answer the question So What – Now What!
The DA02 Tools & Techniques of Data Analysis is a more comprehensive program that that lays the foundation for how to determine
which analytical tool to use, when and why. The program ends with an exposure to some of the more commonly used multivariate techniques.
The program covers a wide range of topics and can be intense for those without any statistical background.
STAGE THREE (Marketing Research & Insights Generalist Path)
The Stage Three seminars are designed for a deeper immersion into a more defined topic area. For the analytical courses we have
the DA03 Practical Multivariate Analysis and the DA04 Practical Conjoint and Discrete Choice Analysis seminars. For the applied
or application courses, we have a range of seminars from RA02-RA04. All of the RA programs are designed for individuals wanting
to learn more about segmentation, product research, and customer engagement related topics. Many times clients will take one of
these courses prior to sending RFP's to vendors.
|Stage 1||Stage 2|
|Focus Group Moderator Training||Specialized Moderator Skills for Qualitative Research Applications|
|Next Generation Qualitative Tools: Social Media, Online Communities,
Virtual Research Platforms
For the qualitative seminar offerings, one needs to determine if they want to lead the research process, such as a moderator or
interviewer, or if they are going to work strictly behind the scenes setting up and organizing the research projects.
The Q01 Focus Group Moderator Training seminar should be the first qualitative course someone would take if they want to evaluate
or actively lead focus groups, IDI's or any other qualitative projects. The course focuses on logistics behind qualitative research
as well as the skills required to lead groups and answer questions without biasing the research. Every student will have the opportunity
to lead a live group and serve as an observer in one or more groups. Many of our past clients have taken this particular seminar to
help evaluate their current moderators and learn ways to improve on the discussion guide development process.
The Q02 Specialized Moderator Skills for Qualitative Research Applications seminar is designed for those that have lead 20 or more
groups or who have already completed the Focus Group Moderator Training seminar. This course focuses on some unique projective and
observational techniques that a moderator can add to their tool kit. Opportunities exist throughout the program to practice these
new techniques as well as share past experiences among the group. Seminar participants will also have the chance at the end of
the program to lead a live focus group to practice their newly acquired skills. Attendees for this program should already be very
familiar with designing discussion guides, asking questions, understanding group dynamic issues, such as a dominant or passive
participant, since these issues will not be addressed in this course.
The Q03 Next Generation Qualitative Tools: Social Media, Online Communities, Virtual Research Platforms seminar is designed for
those individuals that want to expand their use and knowledge of online qualitative tools. The course is ever evolving with new
tips, tricks and tools as more and more work is being moved online and to mobile devices. A wide variety of tools and platforms
are covered in the seminar providing a good overall perspective of the major tool providers and how their tools can be used to
supplement your research needs.
Quantitative/Data Analysis Sequence
|Stage 1||Stage 2|
|Tools & Techniques of Data Analysis||Practical Multivariate Analysis|
|Practical Conjoint Analysis And Discrete Choice Modeling|
The quantitative seminars are designed in a sequential path with each consecutive course building upon the previous seminar.
In the perfect situation with no constraints on time or money, one would take DA02 then DA03 and possibly DA04. The DA04
Practical Conjoint and Discrete Choice Modeling course is not a sequential part of the analysis series, but rather a comprehensive
seminar that focuses solely on Conjoint based techniques.
When trying to determine which seminar to take in the analysis series, we recommend reviewing the detailed course outlines
to see which topics are most relevant to your particular situation.
The DA02 Tools & Techniques of Data Analysis is a more comprehensive program that that lays the foundation for how to
determine which analytical tool to use, when and why. The program ends with an exposure to some of the more commonly used
multivariate techniques. The program covers a wide range of topics and can be intense for those without any statistical background.
The DA03 Practical Multivariate Analysis takes a deeper dive into some of the most widely used multivariate techniques. The program
uses output from excel, SPSS and other analytical software programs to help determine when, how and why to use each analytical tool.
Many attendees from the client side have found the DA03 program to be very valuable as they can better evaluate the responses they get
to their RFP’s. The vendor side participants really appreciate the integrated frameworks in the course that tell them which tool to
use and how to use the tool most effectively.
The DA04 Practical Conjoint Analysis and Discrete Choice Modeling is a great course to better understand when to use a conjoint
based technique and what are some of the key principles for running conjoint based studies.