Understand what marketing research is and see how it supports and rationalizes key elements of marketing strategy formulation and implementation process i.e. strategic and tactical aspects.

Develop a powerful positioning strategy, know who your customers should be and your value proposition to them based on the following:

1. Know what insight motivates consumers to a particular product or brand instead of that from its competitors. In the process, you will fully understand consumption behavior, attitudes, and psychological profile of your consumers with which you can develop products and brands that fit consumer needs;

2. Obtain information to segment markets in new ways that redefine competitive dynamics as you get to know (profile) your existing and potential customers, and develop more relevant and compelling product/brand value propositions;

3. See how research is used to identify what combination of product or brand features and benefits will compel purchase;

4. See how price sensitivity research helps you optimize price levels that match consumers value perception and maximize profit for you;

5. Validate the effectiveness of your marketing communications and sales promotions strategies; and 

6.  Let research open your eyes to your brand health, its competitive strength, and its equity for better or worse.

• The why and what, the role of marketing research (qualitative and quantitative/primary and secondary)

• Insighting, market trends, and other qualitative research methods

• The marketing research cycle, how research supports the marketing strategy planning and implementation process

• The marketing research process

• UAI studies (Usage Attitude Image Research), concept testing and other quantitative methods

• Competitive intelligence

Ms. Eleanor S. Modesto was a Digital Strategy Advisor of Nurun, the global digital network of Publicis Worldwide. She also conducts workshops on creativity, presentation skills, new business and marketing communications around the Asia Pacific Region. She is a regular resource person in market research, marketing communications, brand building, and consumer insight for conferences, summits, workshops, seminars and media interviews. Ms. Modesto was also a speaker and facilitator at the Asia Pacific Media Forum held every two years in Bali, Indonesia.

She was CEO of Lintas Jakarta for over 2 decades when the agency was the number one advertising agency in Indonesia. Before she was promoted to CEO, she was Executive Creative Director of Lintas Jakarta (now Mullen Jakarta). She was Creative Director of Lintas Manila (now Mullen Group Manila) and Associate Creative Director of Ace-Compton (now Saatchi & Saatchi). In her more than 4 decades in Advertising, she partnered with various research companies and knows the crucial role of this marketing tool in knowing the market situation, the competition and the consumer. She has been conducting this workshop for Ateneo CCE for five (5) years as part of MDP or as a Public course.

Ms. Modesto graduated cum laude from the University of the Philippines, with a degree in Visual Communication. She was the first Agora Awardee for Regional Marketing Communications by the Philippine Marketing Association and was given a Lifetime Achievement Award in 2019 by the Creative Guild of the Philippines.