UNDERSTANDING HOW TO DEVELOP EVIDENCE BASED CONSULTANCY SKILLS

Workshop overview

Part of the ESOMAR Developing Talent Initiative.

ESOMAR is developing a series of workshops for market research professionals who wish to extend their expertise into a wider range of business consultative skills. In the opening workshop in the series we will concentrate on one of the key elements of the consultative skill set. This is the ability to integrate consumer evidence by combining data from a number of different desk, qualitative and quantitative sources, and combining it with key management information prior to presenting the business case in a compelling way to senior management. The one day session will mix lectures to introduce the key principles and case studies designed to highlight the skills needed in each of the areas below:

• Learn about analytical frameworks to integrate data drawn from different market and business sources so that you provide a picture of the ‘total consumer experience’
• Gain experience identifying the key storyline that will simply and effectively communicate the central message that is emerging from these different information sources
• Know how to interact with, and influence senior decision-takers in striking the golden compromise between what the consumer data is telling us and what we know from management experience, and other non survey based sources of customer and financial information
• On completion of the workshop have the skills to ensure that your organisation takes constructive principles informed business action based on its consumer insights

Level

Advanced

Workshop leader

DVLSmith
Director, DVL Smith Limited, UK

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.