Market Research in the Coatings Industry
Contents
Introduction - Why You need to do Market Research?
- Why it is important for the company - the clear link to the strategy
- Good and bad reasons for doing market research
- Types of market research
Sources of Information
- The wide variety of sources open to you
- Internal versus External
- Secondary (Desk Research) versus Primary sources (Interviews)
How Easy is it to Get the Information - prioritising your data gathering
- Where do you get information from?
- What do you know already?
- Who, what and where inside & outside the company
How to Obtain and Organise Information
- Structuring your database first so you know what you want
- Understand your objectives and shaping the database
- Key headings of the database; File structure/multi-filing
Secondary "Desk" Research
- Searching: formal and informal
- Thinking laterally, being curious and building for the future
- Identifying and using multi-client research
Primary Research
- Identifying contacts & getting the interview
- Designing questionnaires & analysing information
- Telephone versus face-to-face
Projects/ Ad-Hoc Research
- When and why
- What do you really want to know/designing the brief?
External Consultants
- Good and bad reasons for using a consultant?
- Choosing a consultant
- Monitoring the project & Ensuring a successful outcome
The Difference between Information and Data
- Turning information into data
- Wake the data up, ask it questions
- Presenting the data
Security & Ethics
- Ethics - How Legal is it?
- Conducting a Security Risk Assessment& identifying potential leaks
Description
This leading edge one-day workshop provides an introduction to 'business to business' Market Research (MR), with special emphasis on the Coatings Industry.
Good information and data underpins all business decisions and should be an integral part of company activity at all levels. Market Research (MR) can be vital in understanding how to provide a competitive edge and enable a company to optimise its market positioning and offering, essential in the highly competitive Coatings Industry.
The workshop will give participants a clear understanding of Market Research as well as the practical skills and tools to carry out systematic Market Research and to set up a MR network.
The workshop will also show how to use the PRA's unique market leading sources and capabilities, to gather public domain information specifically for Coatings MR use. Participants will gain an understanding of a range of topics including: sources of information, types of market research, interviewing strategies selection and management of external consultants, competitor analysis, data analysis and presentation.
At the end of the workshop each participant will be provided with a simple audit checklist to allow a preliminary assessment of the status of MR in their job and company. The course fee provides for some access to the course presenter to consider the implications of the audit.
Practical exercises and case studies are based on the coatings industry.
Who Should Attend
This workshop is designed for marketing and sales personnel, analysts, insight & knowledge managers, business unit managers, senior R & D leaders and strategic planners, in the coatings and related markets.
Tutor
Dr Robert G Milner – Consultant, Marketing & Management
Rob Milner has more than 30 years experience of the Chemical Industry and has a proven record as a business consultant and strategic planner.
Venue
PRA, Hampton, Middlesex, UK
Dates and Prices
The next date for this course has not been scheduled yet. If you would like us to let you know the next date as soon as it is scheduled please use our Contact Form to let us know.
The workshop runs from 09:30 to approximately 16:30.
Prices are per delegate and include VAT, all course materials, tea, coffee and a light lunch. Prices do not include accommodation.
Registration
To book your place use our Registration FormMore Information
For further details contact The Training Manager
