professional development courses

  • Professional Development Courses

    Our courses are designed to deliver highly focussed, practical training on an open enrollement basis, covering all professionals, industries and regions.

  • Training by Regional and Sector

    Courses can either isolate regional or sector differences or celebrate them through both course delivery and trainee participation

  • It takes the best to train the best

    We employ the best trainers from unrivalled access to the world's leading minds in all industries and regional markets. Carefully selected for their mix of practical experience, consultative background in a broad range of companies and proven training delivery. You need the best, we insist on it!

  • Our training philosophy

    Our expert trainers combine with our cutting edge course content to focus on delivering content through expert facilitation and dynamic presentations with relevant and transferable practical case studies bringing the theory to life.

How To Build Customer Insight

Collecting market information should not be an end in itself. Adding value by developing insight, is what provides the basis for competitive advantage Customer insight is essential for successful NPD, market positioning, market development and competitive strategy. By understanding the type of information needed, how it can be collected and how then to use it, the organisation can develop a customer focused marketing strategy

Turning 'Theory' into 'Practice'?

Course participants will be encouraged to bring along a current business’ issue’ to use as a practical example when applying the learning. This course moves beyond the theory you may have learned at University and ensures that the approach adopted is feasible and realistic in the real business world

Who should attend?

This course is intended for those who are expected to deliver customer insight or expect to have it delivered to them but may not have an existing market research or market intelligence function:Marketing ManagerBusiness Development managerMarketing Strategy ManagerMarket Intelligenece ManagerBusiness AnalystMarket Research ManagerCustomer Insight ManagerMarketing ExecutiveResearch ExecutiveCommunications ManagerProduct/Category Manager

Key areas to be covered in the programme and documentation

Understanding how insight differs from research findings
• What is Insight?
• How do you recognise Insight?
• How to build Insight?
• Developing an Insightful mind

Writing a research brief
• Specifying the information need
• Defining the scope of the study
• Understanding likely timescales
• Knowing the 10 steps involved in a project
• Likely budgets- how a project is costed

Choosing the optimal methodology

• Using the best mix of methodologies
• The options from which to choose
• Pros & Cons of each data collection method
• Choosing methodologies that will deliver Insight

Using online sources –other than ‘Googling’!
• Searching in a systematic manner
• 10 key sources to try every time
• Pitfalls of using published data
• When primary research is necessary?

Selecting suitable targets for feedback

• How many respondents constitute enough?
• How does b2b research differ from consumer research?
• Selecting the right sample

Knowing the right questions to ask
• Guidelines to design a questionnaire
• Key questions to deliver Insight
• How to critically evaluate a questionnaire?
• Designing for online surveys

Making sense of all the data
• Selecting what to use & what to discard
• Analysing the data
• Putting together a report
• Presenting data effectively
• Adding value- writing recommendations
• Setting up processes for monitoring trends

Benefits to you

• Save time by locating useful information more efficiently
• Ensure focus by establishing the needs of decision-makers in your products
• Direct R&D to meet the needs of customers in order to promote the products
• Apply emerging trends to planned marketing activity
• Provide key insights to senior management to support business decisions
• Get checklists and tools to plan future marketing activity
• Add value to basic research findings

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

Please contact our office at +44 203 002 3057 for any additional information about the course

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


Quick Enquiry
Training need Input the below captcha code

Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac