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Market research

In marketing, intuition isn't always enough. Knowing how to identify relevant data, how to collect it, how to analyze it and how to "make it talk" is nowadays essential to make the best decisions and optimize your strategy in a hyper-competitive and dynamic market.

training informations

Short program (FC)

duration

3 days spread over 1 month

price

CHF 2’250

language

French

location

Onsite

internationally recognized

hands-on & practical course

Presentation of the program

Faced with rapid economic change, complex consumer behavior and increasing competition, companies have to adapt ever more quickly. Intuition is not enough. Information, though abundant, is rapidly becoming obsolete. Managers need to be proactive, while basing their decisions on objective, measurable data. A good understanding and segmentation of the target market will enable the company and its products to be clearly positioned in relation to the competition.

The aim of this short program is to train marketing managers to understand the issues and mechanisms involved in market research, and to use the results in a relevant way to facilitate their decision-making. Come and discuss these challenges as part of the 3-day continuing education program in market research offered by HEC Lausanne's continuing education center. Numerous applicable tools and concepts will be presented and discussed.

Learning objectives

Understand the importance and place of different types of market research in the marketing process.
Know how to formulate a research problem, define an appropriate methodology, interpret the results and format them.
Formulate strategic marketing recommendations based on these results.

Target audience

Anyone wishing to understand how market research can be used to optimize a marketing strategy.
Anyone likely to interact with market research professionals (e.g. research institutes, consultants, etc.).
Marketing and Communication directors and managers wishing to update their knowledge and share their challenges.

About the program

This short program Market research was built for professionals seeking to learn about fundamental concepts and then practice them trough practical exercises. There is a strong emphasis on practical application supported by academic excellence, with the use of exercises and break-out groups, industry examples and guest speakers. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases .

This approach will allow the participants to deploy the concepts presented during the course as well as forging a strong analytical mindset to tackle future challenges they might face on .

our speakers

Vincent Uhlmann professor

French

main program

Marketing

Strategy

4.3

Strategic marketing

15 days spread over 5 months

CAS

French

onsite

Program's sessions

You can see all of our open program sessions in management & leadership below. Click on the session you are interested in to obtain its full calendar.

September 2025

open

full dates: 30, 31 October and 1 November 2025
language: French
registration: Before 25 September 2025

enroll now

download the flyer

Related programs

The Executive Education HEC Lausanne offers more than 59 Open programs in various fields: Data. As a result, and beyond this short program in Market research, we offer several other related programs that may be of interest to you.