Market Research and Consumer Insights Essentials: A Practical Introduction

Course overview

This five-day course gives participants a solid, practical foundation in Market Research and Consumer Insights. It covers the core principles, terminology, governing codes and standards, and the everyday methods used across Sales, Marketing and Customer Experience, explained through worked examples, short exercises and real case studies from the Gulf, Africa and international operations.

Participants leave with a clear mental model of Market Research and Consumer Insights, the confidence to apply it on the job and a common vocabulary to work with specialists, contractors and auditors.

Learning objectives

• Explain the principles and terminology of Market Research and Consumer Insights
• Apply the relevant international codes, standards and best practices
• Use the core methods, tools and calculations correctly
• Recognise common problems and how to prevent them
• Communicate confidently with specialists, contractors and auditors

Who should attend

Sales and marketing managers, account managers, brand, digital and customer-experience teams.

Daily outline

1. Day 1Introduction to Market Research and Consumer Insights: principles, terminology and context
2. Day 2Codes, standards and best practices
3. Day 3Core methods, tools and calculations
4. Day 4Practical applications and common problems
5. Day 5Workshop, case study and final assessment

Training methodology

Interactive instructor-led sessions, worked examples, group exercises, real case studies, daily quizzes and pre/post assessments. Online sessions run live with the instructor, with recordings and digital materials.

Certificate: ITQAN Global Training certificate of completion for participants who meet attendance requirements and pass the assessment.

Dates and venues 2027–2030

Need other dates or another city? We run this course on demand for groups, anywhere in the world. Corporate & Custom →