Roundtable
Resonate With Your Audience: How Market Research Informs the Stages of Strategic Marketing
Any smart marketer knows the crucial role market research plays in crafting strategy. But the lines are blurry between the modes of research that are best for answering tough questions like “What are the unmet needs of our target market?” And then, “How do we recognize untapped potential?” In this session, learn which quantitative and qualitative tools and processes work best, where to begin and where to go next.Key takeaways:
- Learn the right methods for understanding behaviors of your market in any stage of the marketing process
- Know how to communicate the importance of research to clients or people within your organization to ensure a more effective marketing strategy
- Understand how to evaluate a marketing campaign and what metrics to use to measure its effectiveness
Speaker(s)
Leo Lewis
Principal – Market Research Practice
As a principal at Corona Insights, Leo Lewis holds responsibility for all market research services including online and offline surveys (e.g. mail, telephone, intercept), in-depth interviews, focus groups, observational and ethnographic research. Corona helps marketers answer their most important questions and then guides them on how the answers inform their decisions and plans. Leo’s repertoire of clients varies in size across all sectors and many industries. But they all have one common need. They need reliable information they can’t find anywhere else to make smart decisions.
Prior to joining Corona Insights, Leo worked in commercial banking in New York City then returned to Denver to continue his personal research and writing related to natural and holistic health. Leo holds an MBA from the University of Texas and a B.A in finance from Texas Tech University.
