In market research, we often say, “How do you want your market research? Fast, cheap or good… pick any two.” Due to changing client needs, new methods and current technologies, that old dogma no longer applies. Market research needs to be fast, great and cost-effective (“cheap” sounds low-quality, and that is not what we are talking about here).
In this session, Kathryn Korostoff will introduce new methods that can deliver market insights fast—while controlling costs. You will learn about single question polls, social media research, prediction markets and more. You will also have the opportunity to use some of these tools in real-time. Be ready for a fast, action-packed workshop.
Market research methods are evolving so, not surprisingly, any market researcher interested in a long term career path should consider expanding their skill set in order to remain competitive. This session will be a great opportunity for both agency and client-side researchers to develop new skills.
In this session you will learn from examples and case studies about using social media monitoring tools, prediction markets, single-question polls, and more:
Intermediate / advanced
Kathryn Korostoff has a special interest in how organizations acquire, manage, and apply market research. Over the past 20 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in various magazines, including Quirk’s and the MRA’s Alert! magazine. Kathryn is also the author of the book, “How to Hire & Manage Market Research Agencies”, available on Amazon. She has been a featured speaker at American Marketing Association (AMA) and Marketing Research Association (MRA) events, and is frequently hired by clients to facilitate on-site market research workshops.
Kathryn is currently the founder and president of Research Rockstar, the only independent company dedicated to market research training (online and in-person). Prior to Research Rockstar, Kathryn completed the transition of Sage Research—an agency that she founded and led for 13 years—to its new parent company, Chadwick Martin Bailey.
Kathryn also serves on the Board of Directors of The Genesis Fund, a non-profit dedicated to providing services to children born with genetic diseases.