Explains research methods to understand consumer needs and points of outsourcing. Seminar held on September 18th Marketing Research Association Co., Ltd.
*Marketing Research Association Co., Ltd.*
Press release: September 4, 2024
**
Explains research methods to understand consumer needs and points of outsourcing. Seminar held on September 18th Marketing Research Association Co., Ltd.
*Marketing Research Association Co., Ltd. will hold an online seminar “Knowledge & Research to Understand Consumer Needs” on September 18, 2024. This seminar is also available as an archived video (for a limited time only). *
Seminar to be held on September 18, 2024: Knowledge and research to understand consumer needs
In this seminar, we will explain the various methods necessary to understand consumer needs, from research design to points to consider when outsourcing.
Recommended for people like this
– People who belong to product planning or marketing related departments – Those who are interested in research that leads to new value creation and want to utilize the results to achieve results. – Those who want to review their current research activities and utilization and obtain hints for further practical use.
– Those who want to be more active as marketers who can grasp the needs of consumers and “listen” to their voices.
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What you can get from this seminar
– Ideas and objectives as a prerequisite for understanding consumer needs – Means to understand consumer needs and lead to new discoveries – Practical application points such as new discoveries, new products, new businesses, new communication, etc.
*This seminar can be viewed in archive form. Please check our website for details.
See details
Lecturer:
Inami Nagoshi
Director/Deputy Secretary General, Market Creation Society, General Incorporated Association
Consumer Insight Law Subcommittee
While working at a major advertising company, since 2003 I have been studying GDI (Group Dynamic Interview) at the Group Interview College, which was sponsored by MCH (Marketing Concept House), which was founded by Nobuyoshi Umezawa, who is famous for many hit products. Learn planning, moderation, analysis, needs theory, concept
development, etc. In 2011, he participated in the Consumer Insight Method Subcommittee at the start of the Japan Market Creation Study Group (currently the Market Creation Society). Research and
disseminate information on comparisons of interview methods and applications to web surveys, both inside and outside the organization. In 2021, as we become more and more online, we will rediscover the effectiveness of methods and knowledge. Since March, I have become independent, connected with moderators who can put GDI into practice and provide insight, and am currently working on disseminating information from a marketer’s perspective.
seminar program
1. Raising issues as a prerequisite for understanding consumer needs ・Common mistakes in marketing research
~There are no new discoveries/I made a mistake when I applied the research results.Why is that?
・“Listen” ≒ Discover ≒ Guess (≒ Insight)
2. Knowledge of needs changes research efforts
・What are needs? There is a structure, there are types, and there are characteristics.
・What is research that approaches “latent needs”?
-Improvements in quantitative surveys such as web questionnaires -Qualitative research such as interviews
3. Best actions to address latent needs – Key points for
implementation and outsourcing
・Important preparation: Organize your goals and questions
-Write a “Research Orientation Document (≒Proposal Document)” ～Framework to be done before research method and design
～Determine “research questions” from strategies and hypotheses ～Sharing among related parties (issue structure/report structure) ・Introduction of important methods: “GDI (Group Dynamic Interview)” – Question list is ×, listen in “topic presentation/listening style” ~Interview flow (vs NG case)
-Planning, moderation, analysis knowledge, concrete examples, and application examples
4. Explain with examples! Points for practical use of discovered latent needs ・Create new value with products, etc.
・Developing optimal and effective communication
Event overview
Event date and time: Wednesday, September 18, 2024 13:00~17:00 Holding method: Online seminar
Tuition fee: 33,000 yen (tax included) per person
See details
Sponsoring company: Marketing Research Association, Inc.
Since its establishment in 1960, the Marketing Research Association has been developing human resources and organizations with a marketing orientation, and creating systems to continue to be chosen by customers.We provide “marketing support,” “strengthening BtoC sales capabilities,” and “strengthening BtoB sales capabilities.” Focusing on these three areas, we provide support through a variety of methods, including public seminars, in-house training, and consulting. The above seminars can also be held as in-house training. Please feel free to contact us.
* 【Company Profile】*
Marketing Research Association Co., Ltd.
COSMIC BLDG 2F, 1-2-8 Shiba Daimon, Minato-ku, Tokyo 105-0012 Representative Director: Shingo Hirabayashi
Business content: Educational training business, marketing research business, consulting business, public seminar business, planning and production business
Established: 1962
HP: https://www.marken.co.jp/