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Market Research and Consumer Insights

Decisions about new products, pricing and campaigns often rely on assumption rather than evidence. This programme equips marketing and insights professionals to design research that answers a specific business question, choose appropriate qualitative and quantitative methods, and interpret consumer data from South African and wider African markets in ways that change what the business actually does.

What you will be able to do

  • Translate a business problem into a specific, answerable research question.
  • Choose between qualitative, quantitative and observational methods for a given objective.
  • Design a questionnaire or discussion guide that avoids leading and biased questions.
  • Interpret consumer data with attention to sample limitations and context.
  • Segment consumers using behavioural and attitudinal variables relevant to African markets.
  • Present research findings as recommendations that management can act on directly.

Course outline

  1. 01From business problem to research brief
  2. 02Choosing qualitative and quantitative methods
  3. 03Designing surveys and discussion guides
  4. 04Sampling and avoiding common research bias
  5. 05Consumer segmentation approaches and application
  6. 06Interpreting data in African market context
  7. 07Turning findings into recommendations
  8. 08Presenting insights that drive decisions

Who should attend

Marketing managers, insights analysts, product managers and brand managers who commission or interpret consumer research to guide business decisions.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 19 Aug 2026Kampala3US$1,500
24 to 26 Aug 2026Dar es Salaam3US$1,500
31 Aug to 2 Sep 2026Pretoria3R13,000
7 to 9 Sep 2026Cape Town3R13,000
21 to 23 Sep 2026Online3US$900
28 to 30 Sep 2026Mozambique3US$1,500
5 to 7 Oct 2026Cairo3US$1,500
12 to 14 Oct 2026Accra3US$1,500
19 to 21 Oct 2026Lusaka3US$1,500
26 to 28 Oct 2026Kigali3US$1,500
2 to 4 Nov 2026Nairobi3US$1,500
9 to 11 Nov 2026Durban3R13,000
16 to 18 Nov 2026Johannesburg3R13,000
30 Nov to 2 Dec 2026Mauritius3US$1,500
7 to 9 Dec 2026Dubai3US$1,500
14 to 16 Dec 2026Lagos3US$1,500
21 to 23 Dec 2026Harare3US$1,500

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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