Marketing Research the Guerrilla Way

Presenter: Robert Kaden
Broadcast on Thursday, May 11, 2006
Duration: 90 minutes
Cost: $129

Marketing research studies often provide answers to the wrong questions. Information is generated that while perhaps interesting, does not lead to marketing actions. Further, many companies fail to use the results of their studies to their fullest because they lack a process for doing so.

This seminar will provide the tools necessary for developing insightful and action-oriented research objectives as well as explore techniques for putting the results into action. And, important to companies of any size, it will illustrate how research suppliers price their studies and set forth guidelines for getting more out of the funds that are now being invested in marketing research.

You Will Learn

How to determine the real research objectives
To determine if you have action-oriented research objectives
How to avoid research objectives that are a waste of money
How to determine the best supplier(s) for your company
How research suppliers price their projects
How to buy research less expensively from suppliers
The tasks you can do to lower what you’re paying out for research
The tasks research professionals should do to insure you are getting the information you want
What to do when you complete your research
The pitfalls of getting research used in your company
How to develop action-plans from research results

Who Should Attend

Anybody who wants to get more out of the money they spend on marketing research.

About The Presenter

Robert Kaden is the author of Guerrilla Marketing Research, a book targeted primarily to small and mid-size businesses, and which describes the marketing research techniques that will help any business make more money.

Bob is also the President of The Kaden Company, a marketing research company that provides the personal service, experience and creativity that go hand in hand with producing insightful marketing research and new product concept and ideas.

Prior to forming The Kaden Company, Bob was President and owner of Goldring and Company, one of Chicago’s premier marketing research companies. Over a 17 year period, the company employed in excess of 35 professionals and completed over 4,000 studies and consulting assignments. Bob sold the company to MAI, Plc., in 1989 and formed The Kaden Company several years later. He also spent a number of years in the marketing research departments of several Chicago area advertising agencies including JWT and BBDO.

Bob has worked extensively in the retail, banking, food, consumer package goods, health care, education, technology and direct marketing industries. He has pioneered many quantitative and qualitative research approaches, with special emphasis on strategic planning and idea generation facilitation. He is a founding member of the Direct Marketing Association Research Council and has conducted over 500 studies for direct marketers. He is a frequent writer for both national and international business websites and publications and a frequent speaker on numerous marketing research topics.

What Participants Said

Of the participants who evaluated this seminar, 62% would recommend it to a colleague. Some of their comments:

"Some good tips on how to get the most from your money when hiring researchers as well as what to look for in a researcher."

"If you have not already done a fair amount of research, this would be a great seminar to attend. If, however, you have done three or more traditional focus groups, this will not necessarily tell you anything new."

"Although some of the information was basic, marketing research 101, Bob presented specific tools that I can immediately present to my group: 1) The customer continuum 2) Method for developing research questions 3) Form for developing research objectives 4) Action step form 5) 5-point action sheet. Bob did a great job of presenting practical, usable information..."