MIX SESSION - Knowledge is Revenue: How to Conduct Killer Marketing Research

    October 01, 2020
    8:45 AM AKDT - 10:00 AM AKDT

    Date & Time




    With the high degree of disruption happening in virtually every market, seeking and leveraging marketing intel is more valuable than ever. 

    But the world of competitive intelligence is vast. Doing it right often requires a great deal of time and resources, which puts conducting quality, comprehensive research out of reach for many small and mid-sized firms or those without sizable marketing budgets.

    Fortunately, with the right research strategy, process and tools in place, you can gain deeper insight without allocating half of your annual marketing budget.

    The session will cover two most common research types: competitive and customer research. We will discuss methods, practices, tools and technologies for conducting meaningful research and collecting information you could actually use.

    The program will cover:

    • When to seek marketing intel and what types of research are the most common for AEC firms.
    • How to set research goals and develop a sound strategy.
    • Where and how to look for information.
    • The most effective methods for collecting meaningful research data and insight, using techniques and tools that are well within reach of any size firm and marketing budget.
    • The process for conducting competitive intel, including online tools that allow you to take a peek "behind the scenes" and collect intel not accessible via traditional methods.
    • How to plan a customer research project.


    This session will be presented by Ida Cheinman. Ida is principal and creative director of the brand strategy, design and digital firm Substance151 and past president of SMPS Maryland.

    Ida uses her 25 years of experience as a brand strategist, designer, marketer and educator to help business leaders and marketing professionals make sense of trends, tools and best practices to position their firms to win in the 21st century's fast-changing and extremely competitive marketplace.

    Ida's work has earned numerous awards and industry recognition and has been published nationally and internationally. She is a sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. Ida has presented for professional services organizations and conferences nationwide and is a frequent contributor to industry webinars, blogs, podcasts and publications.

    You can connect with her on LinkedIn and Twitter @idacheinman

    This program falls under Domain 1 - Marketing Research.



    $15.00 Alaska Member Registration

    $15.00 Other Chapter Member Registration

    $25.00 Non-Member Registration