UC Berkeley's: Market Research

for Decision Makers

	Topic	Time	Faculty
Module 1 - Forming your Marketing Strategy: Gathering Customer Insights
Day 1	Course Introduction	9:00-9:30	Priya Raghubir
	Choosing which Market Research Method to use to gather customer insights: Lessons learned from the Introduction of New Coke	9:30-10:45; 11:00-12:30	Priya Raghubir
	Lunch	12:30-1:30
	Using Observational Research to Identify Customer Needs and Motivations	1:30-3:00; 3:30-5:00	Sara Beckman
	Happy Hour	5:00-7:00	Henry's at the Durant Hotel
Module 2 - Translating Customer Insights into Marketing Decisions: Product Design, Segmentation, Targeting, and Positioning
Day 2	Designing Products with a Customer-Focus	9:00-10:30; 11:00-12:30	Sara Beckman
	Lunch Session: Using Focus Groups to Generate and Test Positioning Options	12:30-1:30	Kristin Kurth Equibrand Consulting
	Survey Design for Product Strategy and Customer Satisfaction	1:30-3; 3:30-5	Priya Raghubir
Day 3	Using Data Analysis to Determine Segmentation and Positioning	9:00-10:30; 11:00-12:30	Priya Raghubir
	Lunch	12:00- 1:30
	Customer Value Management: : The Vision; Measuring Customer Value and Evaluating Initiatives	1:30-3:00; 3:30-5:00	Florian Zettlemeyer
Module 3 - New and Advanced Research Techniques for Gathering Customer Insights
Day 4	Experimental Methods: Using Conjoint Analysis to Determine an Optimal Feature Mix and Product Price	9:00-10:30; 11:00-12:30	Ganesh Iyer
	Lunch	12:30-1:30
	Using multiple research methods to make critical business decisions: Lessons from the product development process at Johnson Wax	1:30-3:00; 3:30-5:00	Priya Raghubir
Day 5	New Directions in Marketing Research	9:00-10:30; 11:00-12:30	Rashi Glazer
	Lunch Reception and Graduation	12:30-2:00