Executive Education Programs Program Information


Kellogg School of Management - USA

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  Customer Insight Tools: Turning Insight into Effective Marketing Strategies

Customer Insight Tools: Turning Insight into Effective Marketing Strategies

Increase Profitability and Customer Loyalty

Dates and Fees:

Sep 22-24, 2013  $6,300 

Mar 30 - Apr 3, 2014   $8,000

Program Overview:
Uncovering insights about your customers is essential for developing products and services that deliver value to the customer and generate profit for your organization. But while companies spend millions of dollars on expensive market research, how much actionable customer insight is actually being created? How do you unlock insight — and value — from the customer information gathered?

For companies in both B-to-B and B-to-C environments, this program will inspire users of market research to ask the right questions and make the right decisions in order to gain sustainable competitive advantages.

In a collaborative learning environment, this program provides a thorough understanding of how the right blend of tools can be used to gain powerful insights into customer needs and perceptions. Building a marketing strategy based upon deep customer insight can give a firm a powerful competitive advantage.

Who Should Attend:

This program is designed for executives who commission, use, and make decisions based upon market research. The program helps executives understand how to ask appropriate questions and make strategic use of customer insight. The program is also useful for managers who conduct market research but who are not formally trained in market research techniques. Executives from any size firm in both B-to-B and B-to-C settings are encouraged to attend.
During this program, you will learn to:

   1. Understand the importance of a customer insight-driven business strategy
   2. Develop an insightful relationship with customers by understanding their rational and emotional needs
   3. Understand the role of ethnography in developing new customer insights
   4. Understand when you should trust a marketing research study and when you should be cautious
   5. Obtain more accurate forecasts for new products
   6. Gain maximum value from your market research expenditures

Creating a Customer Insight-Driven Organization

   1. Create a culture that listens critically to customers

No Marketing Research is Better Than Bad Marketing Research

   1. How to identify bad marketing research
   2. Emotional needs versus rational needs
   3. Direct questioning versus indirect methods

Understanding Consumers-Qualitative Research Approaches

   1. Observation and ethnography
   2. Individual depth interviews and focus groups
   3. Projective techniques

Robert Schieffer - Academic Director; Senior Lecturer of Marketing
Eric T Anderson - Hartmarx Research Professor of Marketing
Lisa A Fortini-Campbell - Lecturer of Executive Programs
Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing
Susan Lazar - Founder, The Lazar Group
Angela Lee - Mechthild Esser Nemmers Professor of Marketing
Eric Leininger - Lecturer of Marketing

Key Benefits:
• Understand the importance of a customer insight-driven business strategy
• Develop an insightful relationship with customers by understanding their rational and emotional needs
• Understand the role of ethnography in developing new customer insights
• Understand when you should trust a marketing research study and when you should be cautious
• Obtain more accurate forecasts for new products
• Gain maximum value from your market research expenditures


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