Abstract:

Market research training must form a part of marketers' educational programmes if we want them to employ and value it when they gain the reins of power as their careers progress. But how to do so in a manner that both excites and motivates them, when research is often perceived as dull and subsidiary? Microlaunch is a unique, market research-based, marketing simulation developed to bring market research training to life. Great learning and great fun combine for the benefit of participants and our profession. Targeted mainly at trainee marketers, a major multi-national marketing company employed the simulation in a series of workshops in Europe and the Far East with highly positive results. In combination with in-company developed tools for improving the application of market research, the simulation gives market research the place it deserves in the business processes of that company up to the level of decision taking in the boardroom.