Do you want to systematically test new product innovations, pricing changes, marketing materials, or better understand the journeys consumers take on their path to purchasing your product or service? Primary research is an important part of the toolkit for insights departments and for the CI function. In this session, you will learn about key uses for primary market research, the techniques you can employ, some pitfalls to avoid if you are going to "DIY", and how to translate research data into managerial focused insights. Lori will also share some example case studies of uses of primary research.
About our Speaker:
Lori Reiser is a Principal Consultant with Advanis, a Canadian market and social research firm [Edmonton, Waterloo, Toronto, Montreal] known for its innovation, technology leadership, and client responsiveness. Lori has conducted qualitative and quantitative primary research in studies focused on product design, pricing, stakeholder satisfaction, attitude & usage, segmentation, concept testing, and needs assessment. She has extensive experience in technology and telecommunications, financial services and insurance, as well as with public sector clients in health and transportation. She is particularly interested in bringing the consumer voice to the strategic table - helping marketers make informed decisions. Prior to working with Advanis, Lori was a consultant in the agri-food and small business sectors. She currently serves as president of the board of directors of Ontario Natural Food Co-op, one of Canada’s largest organic product distributors.