Brand Intelligence Workshop

Brand Intelligence Workshop: Apply the right marketing research to your business challenge

This marketing research primer is unlike any other introductory marketing research course. Rather than focus on a limited view of research as a process (design, field, analysis), this workshop helps individuals understand how to apply the right research methods to meet brand challenges.

This intensive, two-day workshop session provides a marketing research framework for nourishing and growing brands based on addressing the fundamental knowledge needs along the brand lifecycle:  the Concept stage for a new brand, the Growth stage, and the Refresh stage for a mature brand.


  • Research Fundamentals
    • What to use when: Qualitative, Quantitative, Ethnography, and Market Tests
  • Research at the Concept Stage
    • Market Landscape
    • Segmentation, Targeting, and Positioning
    • Concept Evaluations
  • Research at the Growth Stage
    • Marketing Assessments
    • Brand Tracking
    • VOC / Path to Purchase
    • Competitive Assessments
  • Research at the Refresh Stage
    • NPD Innovation and Extensions
    • New Market Assessments
    • Forecasting

In-person or Online Workshop Formats
TThis workshop can be conducted in two days at your office location.
This workshop can also be conducted virtually by web conference calls and an asynchronous discussion board over six weeks.
Upon completion of this workshop, you will:

  • A framework to improve understanding of market research and how it can be applied to business objectives thus helping diagnose, prioritize, and resolve brand issues.
  • Better, well-informed decisions on your brands.
  • Competence and independence to ask the right questions and use the appropriate market research techniques.
  • Review of branding / marketing fundamentals – where efforts should be focused to strengthen brands and drive growth.

Who Should Attend
• Researchers seeking a solid, reliable framework for smarter marketing research based on a stronger understanding of brand needs

The In-Person Workshop cost is $21,500 for up to 5 team members (check with us for larger teams).  Cost reduced to $19,500 plus travel if you sign up for one before December 31, 2020!

The Virtual Workshop cost is $13,500 for up to 5 team members (check with us for larger teams). Cost reduced to $11,500 if you sign up for one before December 31, 2020!


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