Formation/Cours

At the end of the course, the student should be able to:
– explain what the concept ‘new consumer’ is about;
– understand the importance of online & social media market research techniques;
– define the different research methods;
– explain the pro’s & con’s of each research method;
– use the research techniques in a good way;
– define the critical successfactors of a given methodology;
– combine different research methods into a research design;
– manage parts of a company’s research program.

1: Meet the contemporary consumer:
– Understanding modern consumer behavior;
– Trends in marketing sciences;
– Towards Connected Marketing & Conversation Management.

2: Introduction to (online) market research:
– Basics of market research;
– The world of online market research;
o Representative?
o Valid?
– Towards Research 2.0 and Connected Research:
o Introduction;
o Brainstorm.
– Cases.

3: Online qualitative research:
– Discussion Groups;
– In-depth Interviews;
– Research Communities;
– Cases.

4: Online observational research:
– Ethnography;
– Netnograhpy.

5: Co-creation with research participants:
– Concept;
– Methods.

6: Research designs: towards Fusion Research:
– Concept;
– Exercise;
– Cases