*Cancelled* Marketing Forum: An alternative approach to market research

*This event has been cancelled*

CIM and Nottingham Trent University via the Nottingham Marketing Forum bring you this interesting session which will take a look at survey techniques and ask, ‘Is the interview dead?’

As marketers, we want to understand our (potential) customers and clients. The tried and tested survey instruments and interview techniques have become boring and tedious, meaning that participants often only partially engage. Participants are also often ‘selective’ with their responses in an attempt to be seen in the most desirable light, especially when conducted in a face-to-face environment. Given the importance which is placed on market research, this then calls into question the ability of face-to-face surveys and interviews to generate truly valuable insights.

Our speaker Dr Andrew Kincaid will introduce projectives as an addition to the modern marketer’s research toolbox. Don’t worry if your interests have nothing to do with gambling, this technique is flexible and can be applied to almost any context; we will be focusing here on the research method.

This session is designed around you and the challenges you face as a market researcher; you will also have ample opportunity to construct scenarios which will address real issues you are currently facing. This is a joint event with CIM and Nottingham Trent University, via the Nottingham Marketing Forum.

CPD category: Insights
Duration: 4.5 hours

Registration and networking is from 08:30, the event starts at 09:00 and finishes at 13:30. If you are non-EU resident please call the Network Support team to make your booking.