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Introduction to Market Research: Unleash the Power of Consumer Insights

July 6 @ 9:00 am - July 7 @ 4:00 pm WAT

Discover the significance of market research and how it can help businesses thrive in a competitive landscape. Register for this course today!
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Training Outline

Market research is a powerful tool that empowers businesses to understand their customers, identify market trends, and make informed strategic decisions, because in today’s competitive business landscape, understanding your target market and their needs is vital to making informed decisions and driving business success. Market research plays a pivotal role in uncovering valuable consumer insights, enabling businesses to develop effective strategies, launch successful products, and build strong customer relationships.

This two-day programme will serve as your comprehensive guide to the world of market research, equipping you with the knowledge and skills necessary to conduct insightful research and extract actionable insights. Whether you are an entrepreneur, marketer, product manager, or business professional, understanding the fundamentals of market research will empower you to make data-driven decisions and stay ahead in today’s dynamic marketplace.

Training Benefits

By the end of this course, you will have a solid foundation in market research and be equipped with practical skills to:

  1. Understand the role and importance of market research in business decision-making.
  2. Identify research objectives and formulate research questions.
  3. Choose appropriate research methodologies and data collection techniques.
  4. Design effective surveys, interviews, focus groups, and observational studies.
  5. Conduct data analysis using both qualitative and quantitative approaches.
  6. Interpret research findings and draw meaningful conclusions.
  7. Apply ethical considerations and privacy protocols in market research.
  8. Utilize technology and digital tools to enhance research effectiveness.

What you will cover

  1. Core principles, methodologies, and techniques of market research.
  2. How to identify research objectives, design research studies, collect relevant data, analyze findings, and interpret results.
  3. We will discuss various qualitative and quantitative research methods, explore sampling techniques, and examine best practices for data collection and analysis.
  4. Throughout the programme, we will highlight the importance of ethical considerations in market research, emphasizing the need for privacy, confidentiality, and informed consent when dealing with sensitive consumer information.
  5. We will also address the growing influence of technology on market research, including the use of social media, big data analytics, and artificial intelligence in gathering and interpreting consumer insights.

Our course combines theoretical concepts with real-world examples and case studies, enabling you to apply your knowledge in practical scenarios. You will also have opportunities to engage in interactive exercises, discussions, and quizzes to reinforce your learning.

What’s included for participants

  • Interactive review sessions driven by case studies and practice breakout sessions
  • Specialized training materials
  • Personalized certificate of completion


  • N125,000 per participant (limited class size of 25 for effective learning)
  • Covers tea break and lunch¬†

Facilitator’s Profile

Wole Ogundare is a strategy, finance and marcomms advisory professional, and currently holds the position of Managing Partner/CEO at Carthena Advisory (a financial and management consulting firm). This firm specializes in optimizing supply and value chains in emerging markets throughout sub-Saharan Africa. In this role, Wole takes a holistic approach to enhancing competitive advantage by improving operations and support functions, resulting in sustainable margins.

Wole is also a non-executive director on the boards of QMBMart Limited and Arit of Africa Limited. He is a fellow of the Institute of Chartered Accountants of Nigeria and an alumnus of both the London Business School, United Kingdom and Witts Business School, South Africa.

Wole brings over 27 years of enterprise expertise to his current position. He has held previous high-ranking positions as the Managing Director at Yudala Limited (now Konga Online Shopping Limited), Account Management Director at Insight Publicis, and Partner at Phillips Consulting.

Throughout his career, Wole has focused on various initiatives such as business building and sustainability, policy development/implementation, business partnership facilitation, transformative work with international development agencies, market expansion strategies, corporate governance development, financial intermediation, and forensic audit and investigations.

His diverse consulting experience spans across multiple sectors, including but not limited to, retail, marketing communications, telecoms, maritime, real estate, construction, FMCG, power, solid minerals, financial services, health, and agriculture. As such, Wole is a well-rounded and dynamic leader in his field.

Next step?


July 6 @ 9:00 am WAT
July 7 @ 4:00 pm WAT
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Carthena Advisory Limited
+234 814 957 5017


The Tech Zone, Gbagada
Gbagada Expressway, beside UPS, Gbagada
Lagos, Nigeria
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