Advanced Training

Topics

Positioning: Is it only about the single-minded proposition?

The bigger picture: Are you really patient enough?

Advanced segmentation: How can we more accurately define the customers who will buy into our proposition?

Internet research: Do you have to go online to get insight?

Emotional insights: what are they really driving at?

Investigating

An intensive brainstorming workshop designed to give clear direction on the challenges faced when developing a powerful global positioning strategy.

How to develop an effective patient research programme that shows you how patients really think, feel and behave. Investigating what implications and opportunities this understanding presents in improving patient communication compliance.

This course will examine two segmentation research approaches which can yield highly targetted market maps.

1. The first based on Fischbein and Azjen's theory of reasoned action
2. The second based on a patient diary study

A detailed look at the novel qualitative and quantitative techniques which can be used online, determining how internet research is best placed to add value to the current arsenal of research methods.

Looking at how advanced qualitative techniques can be used to uncover the real feelings, motivations and drivers behind respondents' attitudes and behaviours. Understanding how research can be used to determine what marketing communications will resonate most deeply with target audiences.