Market Research – a discipline "between two stools"

Market research was, is and always will be a discipline that is difficult to grasp, since market researchers are often caught between two or even more stools: For controllers market research is in many cases not “calculable” enough, for statisticians it is often too little statistical and for social scientists it is often too much oriented to potential application of the results in industry.

However, market researchers have to be at home in all these fields and speak the language of internal and external stakeholders in order to interpret between them. As the importance and frequency of research increases with new approaches such as service design thinking, it is even more important to maintain and, where needed, to develop employees’ market research knowledge and skills with specific market research training courses.

Time is money

As every HR employee will confirm, the biggest cost factor of a training is not the trainer’s fee but working time of the employees to be trained. In order to minimize these time and thus financial expenses, CUSTOR offers various forms of trainings:

In-house training

The training is designed as an all-day seminar at the client’s facilities. Optionally, smaller training units for selective competence transfer or refreshment are conceivable.

Blended learning

The training is designed as a combination of offline and online seminar units. This form is used in longer-term training programs

Kick-off training

The training takes the form of a methodical kick-off event for a specific market research project. In this way, the same level of knowledge of all participants is ensured and the particular interest and the study design are worked out and fixed together.

Modular Training Courses

Furthermore, CUSTOR developed training courses that can be tailored precisely to the individual needs of companies due to their micro-modular structure. Depending on the prioritization, different ranges of topics will be included or focused:

  • The goal determines the beginning – from the interest in knowledge to the survey design.
  • Qualitative or quantitative market research, statistical vs. psychological representativeness? – What provides the most expedient solution?
  • What is a good question? – Why a good question design is not child’s play.
  • The whole is more than the sum of the parts – from individual questions to a balanced questionnaire.
  • Tell me what you want, what you really, really want! – How to learn from customers what you really have to know.
  • Without analysis, data is just numbers. – Development of efficient reporting systems for structured data with spreadsheet programs.
  • From data to insight – How do you find the exciting story behind the data? And how do you communicate it towards internal stakeholders?
  • Interviewing people – nothing easier than that? – Requirements for interviewers to ensure valid results.

The selection of the individual modules takes place after an extensive briefing in close consultation with the client. The training content that is especially important for your employees is not listed in this overview? No problem, we will find an individual solution for your company and your employees!

Your market researchers should continue to play in the Premier League? – Feel free to contact us!

Stefan Heinisch

fon:  +49 911 4787 69-23
fax:   +49 911 4787 69-24