Masterclass on Market research for TTOs Thursday, 22nd March 2012, Schiphol airport Amsterdam Trainer: Cath Whitaker
9.30 a.m. Introduction The role of Market Research in the TT process. An introduction to the different stages of the TT process which require Market Research and the different levels of detail required to meet the decision making process at these stages. 9.45 How to identify the right application for a technology Some technologies do not have a clear application, or may have so many it is hard to select the most important ones. This section focuses on different techniques to identify and screen applications for a given technology. 10.00 Writing a good brief How to write a market research brief for internal use or for an external researcher. This section aims to help delegates write a market research brief that is achievable and which focuses on the most important aspects of the market that will impact on the commercialisation of a technology. 10.15 CASE STUDY ONE: PREPARING A MARKET RESEARCH BRIEF Delegates will be asked to work in groups prepare a market research brief for a defined project and feedback will be given by each group. 11.15 Coffee 11.30 The market research process in detail Including how to determine the best content and structure as well as how to identify the key questions which will influence the decision making process linked to a project. 12.15 Data sources: how to source supporting market data and other key evidence for market validation. 12.30 Lunch 13.30 CASE STUDY TWO: PREPARING A MARKET RESEARCH REPORT Delegates will be asked to work in groups to prepare the outline for a market research report for a defined project. Delegates will be required to specify the data that they will need to make effective decisions relating to a project as well as decide how the data should be structure. -Feedback will be given by each group. 15.00 Coffee 15.15 The market referencing process How to interact with the market to confirm that the benefits of the technology are required by end users. This will include deciding who to contact and how many interviews are required. This section also discusses how to structure a telephone interview and analyse the results. 15.30 CASE STUDY THREE: PREPARING A TELEPHONE INTERVIEW Delegates will be asked to work in groups to prepare a contact list for a telephone interview, the introduction for the telephone interview that will be used secure responses and also the structure of the interview itself. Feedback will be given by each group. 16.20 Conclusions and Close