Most market studies attached to a funding file are built to confirm a decision already taken. They can be recognised by three signs, and the workshop teaches you to spot them — in other people's studies and in your own.
The half-day follows the order in which a study is built, not the order in which it is read: first the sample, then the questions, and only then the tabulation grid. That is where the errors sit, because a badly phrased question cannot be repaired at the tabulation stage — you have to go back and ask again. The three field checks come at the end of the route: they do not replace the questionnaire, they set what people declare against what the ground shows.
You leave with a questionnaire structure and a tabulation grid, both of them blank. That is deliberate: a study filled in advance is worth nothing, since it describes a market other than yours. The workshop does not carry out your study and does not process your data. If what you need is for a third party to produce the study, or to read back the one you have already written, that is an individual engagement and not training.
What you receive
- Half a day: building a sample, phrasing unbiased questions, reading the results.
- The three field checks that most often invalidate a study.
- A questionnaire structure and a tabulation grid.
Included
- A written answer to questions raised, within 15 days
Not included
- Carrying out your market study
- Access to paid market databases
- Statistical processing of your own data