Insight into Insights

Are you confident that you are 100% sure about exactly what your customers want, need and do? Do you worry that you rely too much on your gut feeling, and would like more concrete evidence to back your decisions? Are you positive that you know enough about your customers and your competitors to avoid making costly mistakes? Do you know what you don’t know?!

If you are looking to grow your business and get ahead of your competition, mitigate the risks of new products and services, have a deeper understanding of how best to communicate with your audience, or understand how your market is changing in this fast-moving world, market research could really help.

But what is market research, and how does it all work? (spoiler alert – it doesn’t involve clipboards and hassling people in the street!)

Join this session to hear Steph Rowley talk about the different ways that businesses can use qualitative market research to grow through making more informed decisions.

Using real life examples from her 25 year career in commercial qualitative research, she’ll talk about:

• Why understanding the weird and wonderful world of how consumers think and behave is so important for businesses – and what can go wrong when you don’t
• How market research can be practically used to guide decision-making and avoid the need to cross your fingers and hope for the best
• The role AI is playing in the world of research, and how you can use it to your advantage
• Why research doesn’t need to be big, slow and expensive to be effective

We’ll then go into a Q&A where Steph can answer all your research-related questions – or better yet, bring along a burning question you’d love to answer about your business, your customers or your competitors, and she’ll show you how research could help.

About Steph

Steph started her career in qualitative market research over 25 years ago. She has worked at some of the biggest global research agencies, and with many household name brands across multiple sectors, including Hawaiian Tropic, Baileys, Unilever, HSBC, Uber, Vodafone, M&S, Jaguar Land Rover, TK Maxx, Viagra and Compare the Market to name but a few.

Steph is now based in Norwich and loves bringing her big brand, big agency background to help smaller businesses in Norfolk to grow.