When was the last time you set aside a full day to study one MR topic in depth?
It's been awhile, hasn't it?
For the first time, MRA has partnered to bring you four optional all-day courses the day before MRA's 2015 Insights & Strategies Conference (ISC). They are:
- Behavioral Economics for Market Researchers
- Online Qualitative Research Methods
- Questionnaire Design 201 — Scale Selection
- Selling With Influence
Each course includes a total of 7 hours of live instruction, examples, demonstrations, exercises, real-time Q&A, 1:1 instructor access and a completion certificate. The courses will be taught at the San Diego Hilton Bayfront from 9 AM until 4 PM on June 2, 2015. Lunch is included.
Best Value: Per student course fee is $499 with a $150 bundled discount if you register for both ISC and a course at the same time. If you really want to save money, bring a coworker to the conference! ISC registration for the second attendee is HALF PRICE (←not a typo). If you have any questions, please call MRA at (202) 800-2545.
Hold the phone. Why ISC? It's a new marketing research conference, and it's not what you think. We weed out sales pitches and hype to find TOP speakers and educators. We bring in keynotes to inspire your research brain with insights pulled from the tech sector and academia.
Not exactly what you're used to? Exactly.
BEHAVIORAL ECONOMICS FOR MARKET RESEARCHERS
Namika Sagara, Ph.D., Research Rockstar Instructor
High-profile books like Dan Ariely’s Predictably Irrational and Daniel Kahneman’s Thinking Fast and Slow have not only been business world blockbusters, but market research industry catalysts for change. Now more than ever, market researchers are aware that self-reported behaviors and emotions can be challenging to capture. In this class, market researchers will learn key behavioral economics (BE) concepts and how they apply to research methods and analyses. Can we researchers improve market research insights and mitigate market research risks by leveraging BE lessons? Yes!
ONLINE QUALITATIVE RESEARCH METHODS
Delanea Davis, Research Rockstar Instructor
Do you want to broaden the number of online research methods at your disposal? Topics in this all-day power program include social media research, crowdsourcing (idea management and prediction market platforms), social network sampling, webcam research, and more. Includes examples, demonstrations and exercises.
QUESTIONNAIRE DESIGN 201 – SCALE SELECTION
Greg Timpany, Research Rockstar Instructor
Market Researchers with some survey design experience quickly learn that scale choices are a critical part of the process. The choice, wording and formatting of different scales can have a huge impact on a project’s success. Are the scales too complicated? Are they precise enough to yield actionable information? Will they encourage honest, candid responses? Survey research has many forms of risk. Social desirability issues, acquiescence bias, extreme response bias, and even just boredom, are all issues. Learn to mitigate the risks by being aware of many scale options, wording choices and formatting tips.
SELLING WITH INFLUENCE
Paul Kirch, CEO, Actus Sales Intelligence
Selling with Influence – How can you get executives, colleagues, customers and others to buy into your ideas, support them, and implement plans and strategies successfully? If you believe in a top-down sales strategy, it all starts with developing your influence skills.
Effective Follow Up Strategies – How do you follow up without being intrusive? How do you capitalize on business cards you collect? What's the process for converting that initial exchange into a relationship? How often should you reach out to someone who is unresponsive? Learn the answer to these questions and more, in this session designed to make the follow up process simple, effective and engaging. You'll not only learn strategies that work, but you'll develop an understanding of areas many people fall short.
Questioning Skills – Successful salespeople ask more and better questions than average sellers. This session is designed to generate a list of effective questions for your sales situations and leverage a role play activity to put these questions to the test. Learn key question types used by successful sales professionals and how to implement them.
High-Value Selling – To be an effective sales professional, you must learn to sell on value, not price, and utilize all the sources of value that their company, products, and services can provide to customers. The ability to sell on value creates some objective reasons for the customer to select your company rather than one of your competitors. In other words, differentiate you or your brand. This can help you win new business and protect your existing relationships.
Networking at the Conference – If you struggle to create a return on investment (ROI) with exhibiting or networking at industry events, then you need to attend this session. You’ll learn effective strategies for collecting more leads, as well as techniques for converting those leads into wins, thus driving a true ROI from your conference investment. From developing a pre-plan to building a next-step focus, event-based sales efforts can drive incredible results.
At ISC, we're going to make you laugh, inspire you and make you smarter. You'll concentrate in-depth on practical skills and we'll reveal a road map of what lies ahead.