18-20 April 2017, London
Consumers & Consumer Value (1½ days)
Understanding the Marketplace (1½ days)
Consumer understanding lies at the heart of marketing excellence, and considerable competitive advantage can be developed once consumers are understood to be in charge of the consumption and value creation process. This Masterclass will explore practical ways in which this perspective can be developed and applied.
The session equips participants with a toolbox of leading edge techniques which can be used to investigate the behaviour of consumers as individuals, groups and communities, evaluating and applying the outcomes. More importantly, delegates are encouraged to develop a critical mind-set that considers market research as a continuous source of value not just a 'one-off' tool.