Advanced Quant Methods in MRX

Training Details

10 September from 7:00-15:00 UTC / 9:00-17:00 CEST.

• Register for this exclusive on-site training led by Megan Peitz from 9:00-17:00 CEST on 10 September 2023. This training will take place in person at our Congress 2023 in Amsterdam.

• The course fee is €400/600 (member/non-member rate respectively).

• If you would like more information about the training, please contact events@esomar.org.

Overview

During this day-long training, Megan Peitz will teach you how to delight your clients and execute outstanding research in this consultative guide to using advanced quantitative methods. In this workshop, you'll walk through the entire project life-cycle from proposal to deliverable - and offer insights around keywords to determine the suitable methodology, design your questionnaire, questions to ask your clients, pitfalls to avoid, and what to look for in the results.

You'll also cover strategies for reporting that enhance presentations and give your clients confidence in the results. Methods covered include Key Drivers, Segmentation, TURF, Market Structure, MaxDiff and Conjoint Analysis. And yes, this session is for you whether you consider yourself a newbie or a pro!

What will you learn?

• After completing this training, you will better understand:

  In the words of an insights manager...

  • The pros and cons of different pricing methodologies and when to use each

  • MaxDiff vs Conjoint - When to use either and why (plus plenty of other goodies)

  • How best to design a segmentation questionnaire

  • What's a typing tool, and why do you need it

  In the words of a business strategist…

  • How to use survey research to accurately size your Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and Serviceable Obtainable Market (SOM)

  • How to reach the largest group of people with your product offering

  • How to prioritize your product roadmap

  • How to optimize your product or service and its price

Who should attend?

This course is excellent for anyone in insights, strategy, data or analytics departments, both client and agency sides, and suitable for all experience levels. Product and Marketing managers and pricing managers are also encouraged to attend. 

Google, Meta (formerly Facebook), AMC Global, Psyma International, and many more have brought Megan into their organization to teach this topic. 

Programme at a Glance

Defining your Target

• Market Sizing and Segmentation

Finding What's Important to Them

• Key Drivers Analysis, MaxDiff

Getting Your Price Right

• Gabor Granger/Price Laddering, Van West/Price Sensitivity Meter, Conjoint Analysis

Optimizing Your Product Line

• TURF, Market Structure, and more

Your training will also feature numerous case studies demonstrating how other companies have used these methods and why.