Take the Mystery Out of Market Research

Learn to Better Understand Your Clients and Prospects

Category: Measurement & ROI

This Webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Market research helps you understand what clients and prospects are thinking, feeling, worrying over, dreaming about and — most importantly for you — how they make decisions about companies, products and services. It is information that can make every strategy and tactic more effective, and it does not have to be mysterious at all! You just have to become comfortable with how it works and what it can do for you.

At the end of this session, you will:

• Understand the role research can and should play in planning a strategic communications program.
• Be able to separate the various forms of research, and know which type is best for each type of information need.
• Know the pitfalls of relying too heavily on less expensive — but also less statistically reliable — research when making critical decisions.
• Understand how to sell the benefits of research to clients, prospects and your own internal team.
• Know what to expect from a research partner.

Instructor

Ken DeSieghardt

Ken DeSieghardt is CEO and partner of Patron Insight, Inc. His company’s research skills have helped for-profit and not-for-profit clients make better marketing decisions, and have helped school districts and municipalities across Kansas, Missouri, Iowa and Arkansas secure voter approval on more than $2 billion in new revenue over the last 10 years alone. Also, the firm serves as an “on call” provider of research services to advertising and communications agencies across the Midwest.