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TVG Marketing and Marketing Research Seminar Series

 

Marketing Research Essentials

Welcome to the world of pharmaceutical marketing research! Explore the role of marketing research in informing brand decisions. Gain practical insights and “how-to’s” into how to successfully manage a project from problem formulation and RFP development to the final report for senior management.

 

Secondary Data Analysis & Interpretation

Review the key data elements of secondary marketing research and gain “hands-on” experience with a variety of secondary data types in this interactive program. Representative data is used to highlight the various types of data available and illustrate how to best analyze the information to efficiently find the answers you need. A case study will involve participants in building a product story based on an array of secondary information.

 

The Marketing Research Toolbox

Review the strengths, limitations and interpretation strategies for the key qualitative and quantitative marketing research techniques being used today to answer business questions and guide important marketing decisions. Learn how to match the right methodology to your objectives, and then work successfully with the research vendor to secure the information you need to create impactful recommendations.

 

Building a Strategic Marketing Plan

Successfully plan a high impact marketing campaign utilizing a systematic approach to product marketing. Learn how to develop the right strategy, a focused product profile and achievable positioning for your product, and translate that knowledge into powerful implementation tactics.

 

 

The Marketing Research Toolbox

Review the strengths, limitations and interpretation strategies for the key qualitative and quantitative marketing research techniques being used today to answer business questions and guide important marketing decisions. Learn how to match the right methodology to your objectives, and then work successfully with the research vendor to secure the information you need to create impactful recommendations.

 

AGENDA

 

Day One

 

8:15 a.m.      Breakfast

 

9:00 a.m.      Introductions

 

9:15 a.m.     Qualitative and Quantitative Marketing Research -- Comparisons

 

9:30 a.m.      Fundamentals of Data Collection and Sampling:

     Qualitative

-  Focus Groups vs. IDIs

-  Directed Questioning and Projective Techniques

 

10:30 a.m.     Mid-morning Break

 

     Quantitative:

-   Introduction to Methodologies and Statistical Techniques

-   Sampling

-   Confidence Testing

 

11:15 a.m.     Using Marketing Research to Address Business Questions

                         -  The Product Lifecycle and Business Issues

                         -   The TVG Marketing Model as a Framework for Marketing Research

 

12:00 p.m.     Lunch

 

1:00 p.m.      The Toolkit – Methodologies

                        -   Strategy: Market Landscape (Qualitative and Quantitative evaluation) Quadrant Charts,

                            Competitive  Brand Analysis, Perceptual Mapping with exercise, Correspondence Maps 

                        -   Strategy: Pricing

 

3:00 p.m.       Mid-afternoon Break

 

3:15 p.m.       Profiling

                         -   Pricing (Quantitative)

                         -   Conjoint (Quantitative) Choice, Experimental, Hybrid, etc. Developing attributes and levels; Conjoint exercise

         

5:00 p.m.       Conclusion of Day One

 

6:30 p.m.       Group Networking Event – TBD

 

 

Day Two

 

8:15 a.m.       Breakfast

 

9:00 a.m.       Recap of Day One

 

9:15 a.m.       Profiling (continued)

                        -  Segmentation (Quantitative) Broad variety of techniques

 

10:00 a.m.     Positioning

                         -   Multiple Positioning Concept Test (Qualitative)

                         -   Emotional Insight/Brand Personality (Qualitative)

 

10:30 a.m.     Mid-morning Break

 

10:45 a.m.     Message Evaluation

                         -  Message Development (Quantitative) Stated, Paired, Anchored MaxDiff, TURF

                         -  Competitive Simulation (Qualitative)

 

11:30 a.m.     Execution

                        -   Creative Concept/Visual Aid Evaluation (Qualitative)

 

12:00 p.m.     Lunch

 

1:00 p.m.       Implementation/Post-Launch

                        -   User Maximization (Qualitative)

                        -   ATU (Quantitative)

 

3:00 p.m.      Mid-afternoon Break

 

3:15 p.m.      Project Management

                       -   Choosing a Marketing Research Supplier

                       -   Selecting a Moderator

                       -   The Value of Marketing Research Reports

 

4:00-5:00 p.m.   Wrap-up Day 2