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Marketing Insights is a relatively new term to describe the activities that marketers or marketing analysts perform to look into the behaviour of consumers and markets and/or any other marketing issues, in order to gain intelligence on how best to perform any aspect of the marketing management function. Hence, market research (best described as looking into market/company information in whatever form, internal or external) or marketing research (best described as looking at any special problem issues in marketing), both with the aim to reduce the risks in marketing decision making, are now just part of the Marketing Insights process. So market and marketing research are functional elements employed to gain Marketing Insights. There have been vast changes in how research is conducted, largely as a result of the development of information technology, new media and newer, more powerful techniques to analyse data. These changes have spawned a new breed of researcher, the ‘marketing analyst’, armed with new skills and competencies to perform very sophisticated marketing analytics on data, not only in quantitative terms but in qualitative terms as well.

This course looks at marketing research from the Marketing Insights point of view, showing how both the ‘traditional’approach to marketing research and the traditional tools of analysis, together with the ‘newer’approach to marketing research and the consequent tools of analysis, can combine to provide powerful Marketing Insights in order to inform every aspect of marketing, be it marketing analysis, planning, implementation or control. As a result you should be armed with the knowledge …