City Unrulyversity - Know Your Market: Research Basics for Start-Ups
Description
Know Your Market: Research Basics for Start-Ups
by Prof Fleura Bardhi (Cass Business School)
City Unrulyversity is back for the third term!
Researching your potential market is essential when setting up a business. Although it is time consuming and tricky to acquire, a thorough and reasoned knowledge of the market is invaluable to the future of your business. Research techniques are also essential to keep a close eye on your customer and to find out how you are doing. In this interactive session, we will cover the basics of market research, including:
1. How to decide what you need to know
2. How to exploit existing information sources
3. How to conduct qualitative market research
No company can do well without gathering good info, and we will get you started on the different research methods at your disposal. We'll also compile a list of free market research resources that are available to you in Tech City.
This session provides important foundations for the next City Unrulyversity sessions on business models, segmentation, and selling.
Fleura Bardhi is Professor of Marketing at Cass Business School, City University London. Her research interests lie in the areas of consumer research and qualitative research methods. Specifically, her research contributes to the understanding of access based consumption (e.g. car sharing or airbnb holiday renting), and the ways that individuals and organizations manage the challenges of globalization. Her work has been published in the world’s leading marketing journals and cited in publications including the Wall Street Journal, The Economist, and the Boston Globe. Fleura has consulted for companies such as Marriott Hotels, Gallup, and IBM.
