Consumer Behaviour Course in Philadelphia

Consumer Behavior Course Outline

Module 1: Why We Need Qualitative Research Methods

• Data-Based Marketing Decision
• Qualitative vs. Quantitative
• How Qualitative Research Can Help to Answer Marketing Questions

Module 2: Evolution in Understanding Consumers and its Consequences

• Traditional Way of Understanding the Consumer
• New Approach to the Consumer
• Discovering the Unconscious Mind and its Implications
• Marketing Evidence for the Existence of Unconscious and Automatic Processes
• Evolution of Qualitative Research

Module 3: Qualitative Methods: Different Tools in the Hands of a Marketing Researcher

• Classic Qualitative Marketing Research Methods
• Variations Around Focus Groups
• Interactive Methods
• Closer to the Real Experience
• Exploring New Technologies

Module 4: Projective and Enabling Techniques

• What are Projective Techniques?
• When Projective and Enabling Techniques Can and Should be Used in Marketing Research
• Types of Projective Techniques
• Key Success Factors
• Projective and Enabling Techniques Most Commonly Used in Marketing Research
• Examples of Enabling Techniques
• Analysis and Interpretation of Projective and Enabling Techniques

Module 5: Defining the Research Questions and Research Schemata

• Different Stages of Qualitative Research
• Defining the Research Area: From Marketing Questions to Research Questions
• Designing Research Schemata: Quantitative Thinking in Qualitative Research
• Additional Rules for Selecting Respondents
• Number and Type of Interviews
• Most Common Mistakes in Planning Research Schemata

Module 6: Art of Asking the Right Question

• Elementary Rules for a Good Discussion Guide
• Question Type Rules
• Question and Topic Sequence Rules

Module 7: Conducting an Interview – the Difference Between Good and Bad Moderators

• Good Moderation
• Choosing a Moderator for a Particular Research Project
• Characteristics of a Good Moderator
• Types of Skills Advisable for Group Discussion
• Types of Skills Advisable for Ethnographic Research
• Additional Skills Essential in Qualitative Research
• Six Major Mistakes in Moderation

Module 8: Analyzing and Interpreting Qualitative Data

• Why is Qualitative Data Analysis Difficult?
• Qualitative Data Analysis Framework
• Types of Qualitative Marketing Research Results Presentation
• Principles of Qualitative Data Analysis

Who should attend this Consumer Behavior Course?

The Consumer Behavior Course in Philadelphia is designed to provide professionals with an in-depth understanding of consumer psychology, decision-making processes, and behaviors. It can be beneficial for many professionals, including:

• Marketing Managers
• Brand Managers
• Market Researchers
• Product Managers
• Digital Marketers
• Customer Experience Specialists
• Sales Professionals

Prerequisites of the Consumer Behavior Course

There are no formal prerequisites for this Consumer Behavior Course.

Consumer Behavior Course Overview

Marketing Courses in Philadelphia play a pivotal role in equipping professionals with the skills necessary to navigate the dynamic landscape of Consumer Behavior. In this one-day Consumer Behavior Course offered by the Knowledge Academy, participants delve into the intricacies of understanding customer preferences and decision-making processes.

Learning about Consumer Behavior is indispensable for professionals across various industries, especially marketers aiming to enhance their strategies. This knowledge gained through Marketing Courses in Philadelphia empowers professionals to tailor their approaches, making it crucial for marketing professionals seeking a comprehensive understanding of their target audience.

This 1-day training in Philadelphia by the Knowledge Academy is designed to provide practical insights and strategies for mastering Consumer Behavior. Delegates will gain actionable knowledge, enabling them to interpret consumer motivations, anticipate trends, and refine marketing campaigns effectively.

Course Objectives

• To comprehend the psychological factors influencing consumer choices
• To analyze and interpret data related to Consumer Behavior patterns
• To develop strategies for effectively targeting and engaging specific consumer segments
• To understand the impact of culture and social influences on consumer decision-making
• To enhance marketing campaigns by aligning them with consumer preferences
• To apply Consumer Behavior insights to improve product development and innovation

Upon completion of the Consumer Behavior Course, delegates in Philadelphia will emerge with a strategic understanding of consumer psychology, empowering them to create more targeted and successful marketing campaigns, ultimately contributing to their professional growth and organizational success.

What’s included in this Consumer Behavior Course?

• World-Class Training Sessions from Experienced Instructors 
• Consumer Behavior Certificate
• Digital Delegate Pack