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Shopper Insights Management
Overview
Developed in partnership with Core 4 research , a best-in-class provider of shopper research for Walmart's supplier community, this course discusses the sweeping changes taking place at Walmart in the area of Shopper Insights and provides tools that ensure your team is prepared to deliver.
This course will help you master the language of shopper insights and embark on research projects with the knowledge necessary for developing a winning plan. This course will also introduce you to the process of conducting shopper research and will cover a range of research strategies including focus groups, shop-alongs, intercepts, ethnographic studies, telephone and on-line surveys, text voting and on-line communities.
In this course, you will learn:
- The evolution of category management and the importance of shopper insights
- The Shopper Insights Manager and Walmart's expectations
- Key deliverables - what will this role bring to Walmart and to your company?
- Watchouts and recommendations - scenarios and types of research that are most efficient and appropriate
- Shopper Insight approaches for large, medium and small companies alike!
- Quantitative and qualitative methods
- Detailed descriptions and implications of the major approaches
- Questions to ask and answer before engaging in each type of research
- Best-in-class and cutting edge approaches like on-line communities, etc.
- The crucial differences between research and actionable insights
- Case studies that bring shopper insights to life
- How to build an annual learning plan (by quarter) appropriate for your business
- How to use shopper insights to gain advantage on your competition
- How to define and achieve your strategic goals
- How to deliver value to Walmart and your company
Core 4 research is a leader in Shopper Insights in the Walmart supplier community and has industry-leading expertise in shopper research and marketing, as well as extensive experience working with Top 20 Wal-Mart suppliers.
"The class brought some great 'rules of thumb' about research methodology. Overall the class was very helpful and actually changed the way we look at our business in some cases."
Lyndi Fultz, SCJ
"The course provided a good framework for shopper insights."
Brian Lawler, Shell
Upcoming Dates
Register | More Info
Date: April 14, 2010
Time: 8:00 AM to 5:00 PM
Price: $975
Facility: 8th & Walton
902B South Walton Blvd., Suite 18
Bentonville, AR 72712
Audience:
This course is intended for participants who are new to shopper research as well as those who may have some exposure to qualitative or quantitative shopper research but have not been responsible for conducting the research themselves. This course would be beneficial to all Category Advisors/Managers/Validators, Directors of Sales, NAMs, Team Leads, Directors of Category and Directors of Marketing.
Schedule:
This class is from 8:00 AM to 5:00 PM.
