microlaunch HAS ALREADY TRAINED OVER 2,000 EXECUTIVES, RESEARCHERS AND STUDENTS ACROSS 35 COUNTRIES

DEVELOP, LAUNCH & TRACK A NEW BRAND BY APPLYING MARKETING INSIGHTS

Challenging participants' application of qual. & quant. market research techniques in correct sequence & within budget.

Two options available (for individuals or small teams):

• FACILITATED - 2 hours comprising introductory lecture, online simulation, Model Answer discussion and analysis of scores
• UNFACILITATED - online simulation completed remotely in 1 hour including Model Answer and performance score

The simulation runs in 3 stages: ‘Study → Apply → Learn’ and should be completed in about 1 hour.

The Study provides a background introduction to market research for those needing it. The Learn section is required reading at the end before final scores and the Certificate are delivered.

To design each of the 6 projects required during the simulation, participants must select one of each of these from lists provided: 
Objective → Method → Sample → Stimulus.

If correct, the Insight Report is delivered. Errors are ‘fined’. A final performance review is provided after the Model Answers, showing spend, errors and time taken.

Participants learn to construct 6 sequential studies based upon the full range of ad hoc techniques (qualitative and quantitative, surveys and tests) to gain the required insights for marketing decision-making during a new brand development program (product or service). Their choices are evaluated at each stage. On completion, the Model Answer is provided and explained during a final review. In this way, ‘microlaunch’ brings market research to life, demanding different research solutions to answer varied marketing innovation needs.

‘microlaunch’ has proved invaluable for training & teaching within multinational companies (e.g. Unilever, Tetra Pak), business schools (e.g. Edinburgh University, IE Business School, Madrid) and many research agencies (e.g. IMRB International). It has been used in Europe, the Americas, South & South East Asia and Australasia to date.