F185: Start with Research: Jumpstarting Commercial Success

Companies that prioritize customer experience, driven by insights from market research, are reported to be 60% more profitable than those that do not. (Source: Deloitte) Using market research to secure organizational support and investment provides data-driven evidence that validates business opportunities, showcases market demand, and demonstrates potential ROI. This empowers stakeholders with the confidence that strategies are grounded in factual insights, increasing buy-in, reducing perceived risk, and fostering alignment around key initiatives. Topics to be covered include:-Determining market research needs- Differentiating between primary and secondary research, including their purposes- Understanding qualitative and quantitative primary research methodologies- Constructing a qualitative screener and discussion guide- Thinking through survey design and analysis. This will be an interactive session, giving attendees the chance to practice what is learned as we go.