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Consumer Needsfinding and Market Insighting

Course Name Consumer Needsfinding and Market Insighting
Schedule

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at sales.cce@ateneo.edu

Price: Php 11,800
Description

Management practitioners know that to create impactful strategies they need to respond to their customers' needs and differentiate from their competitors' strategies and strengths. Unfortunately, customers' cannot easily articulate, let alone identify the needs and motivations that influence their purchase behaviors. Needfinding and Sensemaking are acts of discovering people's explicit and implicit needs and comprehending why certain companies resonate better with customers. 

In this course, you will learn and practice a new kind of consumer and market insighting that is anchored on human sciences like psychology and anthropology instead of hard sciences. These disciplines have developed effective ways to understand how people experience themselves and their environments. 

In the end, you will not only identify new market insights and opportunities, you also emerge with a more profound understanding of your customers and competitors. 

Objectives

After the course, you will:

1. Generate strategic consumer insights based on identifying unsatisfied and deep seated needs and wants;

2. Unlock and decode non-articulated and unconscious psychological imprints that influence consumer behavior;

3. Identify the specific strategies and programs of your competitor’s that resonate with customers;

4. Identify the vulnerabilities and weaknesses of your competitors; and 

5. Develop new ways to segment your customers and competitors. 

Who should attend
  • Strategists, executives, and entrepreneurs
  • Brand managers and marketing executives
  • Creative practitioners and social entrepreneurs
Outline
I. Consumer Insighting via Sociology Anthropology / Ethnography 
     A. Understanding the various steps and
         touchpoints of your customer's journey from
         decision making to purchasing and using
     B. Identifying consumer workarounds, irritants
         and thoughtless acts
     C. Understanding the socio-cultural history of
          your product and industry
II. Consumer Insighting via Psychology 
     A. Decoding the psychological imprints that drive
         customer motivation and behaviors
     B. Projective techniques that reveal the
         customer's unconscious needs
     C. Various models of customer needs
III. Competitor Insighting via Archetypes
     A. Using psychological archetypes to decode
         competitors' strengths and weaknesses 
Resource Speakers
Mr. Aaron A. Palileo

serves as the program's lead faculty and advisor. Aaron is an Associate Guru at Ateneo Graduate School of Business and ACE Center for Entrepreneurship's Master in Entrepreneurship Program. He is the Co-Founder and Managing Directorof Bootleg Innovation Design. He is also the author of the book "Connect/Disconnect: How to Be A Creative and Innovative Opportunity Seeker".

Ms. Debbie Rodrigo

is part of Bootleg Innovation Design's strategy team. She currently teaches at Ateneo De Manila University's John Gokongwei School of Management, handling classes on Marketing and Entrepreneurship as well as being a mentor in the school's business accelerator program.