Market sensing

June 28, 2017

5:30 PM - Derby

The College of Business, Law & Social Sciences at the University of Derby will be hosting a joint British Academy of Marketing and Chartered Institute of Marketing event exploring the notion of ‘Market sensing’ as an alternative approach to conducting market research. Drawing upon the recently published book ‘Alternative Market Research Methods: Market Sensing’ Dr Alison Lawson (Co-Editor) and colleagues will explain how organisations can overcome some of the shortcomings of data-driven results by gaining greater depth and meaning from their market research to help inform strategic marketing decisions. Dr Lawson and colleagues will focus on several different approaches such as emotional scaling, consumer ethnography, social media networks and consumer storytelling. This event would be of interest to marketing practitioners wanting to learn more about market research/consumer data and academics who teach market research and those interested in qualitative methodologies used in a marketing context. CPD category: Insights Duration: 2 hours Registration is from 17:30; the event starts at 18:00 and finishes at 20:00. If you are a non-EU resident, please contact the Network Support team to make your booking.