Project Management Series - Measuring Driver Importance & Segmentation
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MEASURING DRIVER IMPORTANCE
Project Management Webinar Series

THURSDAY, SEPTEMBER 19, 2 P.M. to 3 P.M ET
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OVERVIEW

Many market research studies measure desired outcomes, such as brand favorability, loyalty, or wallet share. This presentation will address various methods to investigate what drives those outcomes and to quantify the impact of each driver.

This session will be non-technical, and it does not require any knowledge of statistics. It is intended to help researchers understand the basics of why driver analysis is done, and why certain approaches are used.

Topics addressed will include:

  • Asking importance directly vs. statistically deriving it
  • What is correlation?
  • The problem of collinearity
  • Multiple regression
  • Advanced techniques
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SEGMENTATION
Project Management Webinar Series

THURSDAY, OCTOBER 3, 2 P.M. to 3 P.M ET
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OVERVIEW
Rather than a "one size fits all"marketing and product management approach, segmentation divides consumers into different subgroups, allowing for more effective targeting and positioning. In practice, many segmentation studies fail to have a positive impact on corporate strategy.
This presentation will be an introduction to market segmentation, as well as considerations for a successful outcome.

Topics addressed include:
  • What is segmentation?
  • Why conduct a segmentation?
  • Segmentation criteria
  • Different segmentation approaches-Strategies for a successful and actionable segmentation

MEASURING DRIVER
IMPORTANCE


BOTH








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