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Strategic Research Planning - Atlanta 

Georgia Tech Global Learning Center 84 Fifth St. N.W. 
Atlanta , GA  30308-1031 
1/27/2011 8:00 AM  - 1/28/2011 5:00 PM 

Details Schedule Registration Travel Exhibitors

              Strategic Research Planning Brochure

Listen to a sneak peek podcast by Instructor Mary Kaye O’Brien, Vice President at Ipsos

Is consumer research planned in your company or does it usually result from last minute crisis decision-making? Do you have the desire to incorporate the voice of the consumer in to your planning, but don’t know how, or if the time is even right, or if you can afford it?  Strategic Research Planning will provide you with the knowledge you need to prepare a comprehensive approach to conducting consumer research to support marketing and product/service development that fits your budget. 

 Learning Objectives

·    Understand the research process and how to know when you
     need research.

·    Understand the different approaches to gathering insights and
     how to determine which research approach will best meet your
     needs.

·    Prepare a complete assessment of your market and consumer
     research landscape in the context of your own business and
     marketing objectives.

·    Learn how to analyze the Strengths, Weaknesses, Opportunities
     and Threats you face in obtaining a comprehensive view of your
     market and consumers and gain insight on how to maximize your
     strengths and minimize your weaknesses.

·    Assess possible unexploited resources and identify actionable
     recommendations for consumer research planning.

·    Identify a strategic research plan for your organization.

Who Should Attend
Anyone involved in conducting and/or commissioning marketing research activities: providers of insights including research managers and analysts as well as the ultimate users of consumer insights - marketing & product managers.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Mary Kaye O'Brien

 

Each day begins with a continental breakfast from
8:00 - 8:30 a.m.  The program begins at 8:30 a.m.


Day 1
- 8:30 a.m. - 5:00 p.m.

Introductions, Goals & Overview

Defining What Market Research Is (and Isn’t) 

The Strategic Research Process

-         Objectives

-         Design

-         Gathering

-         Analysis

-         Reporting

Research Tools & Approaches across the Product & Service Lifecycle – Data Quality Issues & Appropriate Use

Understand the Marketplace & Identify Opportunities

·         Syndicated

·         Awareness, Attitudes & Usage

·         Segmentation

·         Brand Equity & Health

Product & Concept Development

·         Ideation

·         Concept & Product testing

Price, Positioning & Promotional mix

·         Market Mix modeling

·         Pricing

 Packaging

·         Concept & Package testing

 Service & Product Optimization

·         Loyalty & Satisfaction

·         Service & Product extension

§         Advertising

·         Advertising testing

·         Ad & Brand tracking

§         Maximizing In-store Success

·         Volumetric forecasting 

Group Exercise

Day 2 - 8:30 a.m. - 5:00 p.m.

Developing a Strategic Research Plan - Assessing the Current Situation

  • Landscape
  • Market/ Category
  • Brand/ Company

Developing a Strategic Research Plan – SWOT Analysis

Group Presentations & Discussion

 

Hotel Air Travel Rental Car Ground Transportation

Training Series Conference Center Location
Georgia Tech Global Learning Center
84 Fifth St. NW
Atlanta, Georgia 30308
Phone: 1 404.385.6203
Fax: 1 404.385.1408
Website: www.gatechcenter.com

Located in Midtown Atlanta, the Georgia Tech Global Learning Center is a professional meeting and learning facility ideal for corporate meetings, conferences, and seminars.  The center features more than 32,000 square feet of meeting space, including a wireless environment.

Recommended Hotels
Georgia Tech Hotel
800 Spring St.
Atlanta, GA 30308
1 800.706.BUZZ (2899)
http://www.gatechhotel.com/
The hotel has limited availability during the week. Call early to book your room.

Regency Suites Hotel
975 W. Peachtree St. N.W.
Atlanta, GA 30309
Reservations:  1 404.876.5003
http://www.regencysuites.com/  
The Regency Suites is located directly on the Tech Trolley Line, a free shuttle service.  Board the trolley on the south side of the Midtown MARTA Station. The trolley’s first stop is directly across the street from the Georgia Tech Global Learning Center.

Renaissance Atlanta Downtown Hotel
590 W. Peachtree St. N.W.
Atlanta, GA 30308
Reservations:  1 404.881.6000
http://www.marriott.com/hotels/travel/atlbr-renaissance-atlanta-hotel-downtown/  
The remodeled Renaissance Atlanta Downtown Hotel is a three-block walk to the Georgia Tech Global Learning Center.

Georgian Terrace
659 Peachtree St.
Atlanta, GA 30308
Reservations:  1 800.651.2316
1 404.897.1991
http://www.thegeorgianterrace.com/  
The Georgia Terrace is located about four blocks from the Georgia Tech Global Learning Center.

Area Attractions, Events & Tourism
Please visit http://www.atlanta.net/ for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Directions
Georgia Tech Global Learning Center is conveniently located in Midtown Atlanta at the intersection of Fifth and Spring streets in Technology Square, right off Interstate 85/75.

Using MARTA
Simply take a north-south train to the Midtown MARTA station. Then catch the free Tech Trolley on the Peachtree Place station exit. We're the first stop before the trolley enters the main Georgia Tech campus. Cross the street, go through the courtyard to enter the Center. The trolley runs every six minutes from 7:30 a.m. until 7 p.m. Monday through Friday during fall and spring semesters. For more trolley information, visit www.parking.gatech.edu then follow the Tech Trolley link.

Directions from the North Avenue MARTA station: Head north on West Peachtree Street until you reach Fifth Street. Turn left onto Fifth Street and go one block. Cross Spring Street at the pedestrian crossing. You will pass the Georgia Tech Hotel and retail shops until you reach the courtyard. Turn left, go through the courtyard to enter the Georgia Tech Global Learning Center.

Driving
From the Atlanta Hartsfield Jackson Airport ATL or south Atlanta (Interstate 85/75 north): Take Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

From northeast or northwest Atlanta (Interstate 85/75 south)*: Take Interstate 85/75 south to the Techwood Drive/14th Street/10th Street exit (Number 84). Turn left on 14th Street. Travel .2 mile and turn right on Spring Street. Travel about .7 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.
*If you are coming from north Atlanta, take Georgia 400 south to Interstate 85/75.

From east or west of Atlanta (Interstate 20): Take Interstate 20 to Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

Taxicabs
A taxicab to Midtown will cost approximately $30.00-$40.00 from Hartsfield-Jackson Atlanta International Airport, depending on the number of passengers.

Parking
Finding a close and convenient parking space is easy. The Technology Square parking deck, attached to the Center, is accessible from Spring Street. Hourly rates range from $1.50 for less than an hour to $10 for the day. Rates are subject to change without notice.

Exhibitors and sponsors are not included in this event.