Qualitative Market Research: The Customer Journey

Explore cutting edge methodologies of early stage qualitative market research aimed at capturing the voice of the customers and their perspective.

Details

April 20, 2018
8:00 a.m. – 12:00 p.m.

$395

Includes tuition, course materials, parking and breakfast.

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About the Program

Companies at early stage product/service development or attempting to gather market feedback engage in qualitative market research. In this module we will explore cutting edge methodologies of early stage qualitative market research aimed at capturing the voice of the customers and their perspective. We will use the customer journey map as a focusing function for the data gathering activities and as a lens through which to assess the appropriateness of different research methodologies.

Who Should Attend

This course is designed for anyone involved in product or service development, in qualitative market research, or anyone engaged in qualitative customer facing assessments.

Instructor

Dr. On Amir is a faculty member at the Rady School of Management. His research focuses on using psychological and economic principles to identify successful strategies in different market settings. He investigates different customer decision-making mechanisms and their influences on pricing and promotion strategies, on decision making under risk and uncertainty, and on preference dynamics. He also writes about how insights from research on decision making and behavioral economics may be used to improve business practices and policy making.

Amir has received several research awards from the Marketing Science Institute and from the Robert Woods Johnson Foundation. Prior to coming to UC San Diego, he was an assistant professor of marketing at Yale University. Amir received his Ph.D. in management science and marketing from MIT’s Sloan School of Management in 2003.