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Description

Marketing Research: Framing the Brief, Managing the Process and Using the Findings

Obtain answers you can act on rather than a report nobody will open

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

A poorly framed study produces a thick document and unchanged decisions. There are too many questions, the sample does not match the target audience, and the agency delivers what it was asked for rather than what the team actually needed. The budget is spent and the original question remains open.

Two days to manage a research project from end to end: formulating the decision question, choosing between qualitative and quantitative approaches, drafting the brief, managing the agency and using the findings. Each participant works on a genuine research need.

Learning objectives

  • Formulate the decision question the study must answer
  • Choose between a qualitative and a quantitative approach
  • Draft a research brief an agency can actually work from
  • Build a questionnaire or interview guide free of avoidable bias
  • Analyse findings and draw well-argued recommendations from them

What makes this programme different

Each participant frames a study they genuinely need to launch
A questionnaire is tested in session and corrected after ambiguities are recorded
A completed research brief is taken away at the end of the programme

Programme

1Framing the request

Starting from the decision to be made

  • Distinguish the question asked from the decision expected
  • List what is already known before launching the study
  • Set the scope and the boundaries of the study
  • Define the level of precision required

2Choosing the method

Matching the approach to the question

  • Compare what qualitative and quantitative approaches each contribute
  • Position interviews, focus groups and observation
  • Build a sample consistent with the target audience
  • Estimate the associated timelines and costs

3Designing and managing

Maintaining quality of data collection

  • Draft a brief and the agency selection grid
  • Build a clear and neutral questionnaire
  • Prepare an interview guide and its probing questions
  • Monitor fieldwork and respond to deviations

4Using the findings

Turning data into decisions

  • Read results while accounting for the limitations of the sample
  • Cross-reference responses to bring out the gaps
  • Formulate recommendations linked back to the initial decision
  • Present conclusions in a short and defensible form

Who is it for

Product managers · marketing managers · market research officers and SME business owners required to commission or conduct research studies.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.