Manager Training

In order to respond to managers’ need to “go out of the office” and venture beyond the cold dynamics of marketing, a new model of training has been developed, which offers tools allowing managers to get in direct contact with consumers.

In this framework, InDepth has worked out a training program addressed to “non-insiders,” and, in particular, to marketing managers.

The seminar, which lasts for one and a half days, is structured in theoretical sessions, held by our Managing Directors, followed by face-to-face meetings with the consumers at our facility.

The main topics covered during the theoretical training are:

Introduction to market research: qualitative methodologies, role and skills of the qualitative researcher;

Moderation: how to speak to consumers and how to listen to them, posture and proxemics, how to work through some typical impasse situations (Apathy, Dispersion, Conflict, Leadership);

Question phrasing: how to ask questions, what to avoid, and the WHY questions that can help to gain deeper insights;

Drawing up of discussion guides: the ideal procedure and analytical path;

Ethics, rules and respondents’ rights in market research.

The practical session is led by the managers and supervised by a tutor who provides feedback on the way in which the interview/mini-group discussion has been conducted.