Identifying Growth Opportunities using Market Intelligence

Course Outline Identifying Growth Opportunities Using Market Intelligence

Are you looking to understand your customers better and identify new market opportunities? How do you know what data you need to collect and where do you source it from? Would you like to learn how to use market data to make recommendations and justify business decisions? Â
In our new two-day intensive course we provide a unique opportunity for managers to learn how to squeeze every particle of useful information from their market intelligence investments through robust, industry standard analysis tools and models. This course will provide you with a practical overview of collecting, selecting, analysing and presenting market data for strategic decision-making, giving you the confidence, knowledge and tools you need to make the best possible use of your market information.
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This course incorporates up to date â€OEliveâ€� examples of our market expertise from the various industries we operate in (including healthcare, IT, Telecoms, Manufacturing and others). A senior Frost and Sullivan research analyst will demonstrate the application of analytical tools and techniques in a recent client project.
Course Objectives

• Gain a critical understanding of the sources and strategic applications of market data
• Be able to assess the quality of your company†s market research and competitive intelligence as an input to strategic decisions
• Identify residual gaps in the information you currently have
• Confidently construct a market research brief and select the most appropriate research solution for a particular project.
• Understand the importance of selecting reliable and robust data and the dangers of using the wrong information
• Be able to use a series of modern analytical tools to extract actionable market knowledge
• Be able to confidently select, package and present analyses, conclusions and recommendations to colleagues, senior business leaders and decision-makers

Whom will the Course benefit?
This course is targeted at individuals within B2B organisations who source, commission and analyse market information. It also focuses on providing individual with the necessary skills to package and present research findings and conclusions to strategic decision-makers. Although the course does not assume any particular previous knowledge, it will be particularly useful to managers and executives in a strategic or operational sales or marketing role. Typical delegates will have 2-3 years business experience and have responsibilities for interpreting market data and intelligence in a competitive context.
Course Duration
2 days

Course Content

Day 1
Assessing Current Research Assets

• Why do I need research data
• What data do I already have â€" and is it valid
• Assessing critical data gaps â€" knowledge of decision tools to pinpoint data gaps

Strategic Role of Market Knowledge

• Identifying and sourcing new data
• Market Intelligence vs Competitive Intelligence
• Review of â€OEmainlineâ€� desk resources and internet sources
• Validation and cross-checking

Commissioning Research

• Creating a research brief
• Selecting an appropriate research solution desk vs field
• Commissioning the work

Day 2
Deriving Meaning from Data

• Typical strategic challenges
• Using data analysis tools to create strategic insights
• Implications and options for action

Communicating Results

• Understanding users†priorities
• Creating a research value proposition
• Creating powerful messages
• Constructing and Defending your recommendations
• Dos and don†ts in presenting your arguments

Case Studies
Several short case studies will be pre-circulated for delegates to read and undertake some directed initial analysis. These will be used to illustrate data analysis techniques and as a basis for group discussions.
Follow on Courses:
Achieving Business Growth through Strategic Insight â€" 1 day Masterclass

PL2330 - Identifying Growth Opportunities using Market Intelligence.pdf