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FutureBright Academy

Our Corporate Trainings

At FutureBright Academy, we offer training solutions tailored to your organization’s needs. You can review our training catalog below, and if you would like to receive information about solutions specific to your needs, you can contact us here.

Research Literacy Courses

How to Write Inspiring Briefs

Purpose and Benefit: In this training, we will discuss the importance of briefs, which are unfortunately sometimes filled out like a mere form, and how effective creative work begins with the brief stage. We will learn what constitutes a good brief by examining each point, and then we will go over the evaluation criteria for the creative work that will follow, based on the brief we have prepared.

Content:

  1. What is a brief used for, and how important can it be?
  2. What are the cornerstones of a good brief?
  3. Components of a creative brief
  4. Case Studies
  5. Brief writing workshop

Duration: Half a working day

Number of Participants: 10 – 30

Participant Profile: Employees with similar expertise and levels

Format: Online (Zoom) / Offline

Creating a Winner Concept Text

Purpose and Benefit: This training conveys the dynamics that need to be known when transforming product and communication ideas into concept texts that speak the consumer’s language. For brand owners whose business practice involves creating concept texts, the aim is to create a background on how consumers think, ways to penetrate their deep emotional world in a short text, and the characteristics of winning and losing concept texts.

Content:

  1. Characteristics and Components of a Winning Concept
    1. Insight
    2. Benefit
    3. RTB
    4. Tagline
  2. Definition and explanation of each component
  3. Success Criteria for Insight and Benefit Paragraphs
    1. Clarity
    2. Language & Tonality
    3. Originality
    4. Compliance & Address
    5. Empathy
    6. Tension
  4. Scope of each success criterion for Insight and Benefit paragraphs, Dos and Don’ts case examples to be discussed interactively for each criterion
  5. Success Criteria of RTB Text, different types of RTB
  6. Success Criteria of Tagline Sentence
  7. Case study through a Before and After story
  8. “Now We Can Write Concepts” Workshop

Duration: 5 hours

Number of Participants: 10 – 30

Participant Profile: Employees with similar expertise and level

Format: Online (Zoom) / Offline

Advanced Qualitative Analysis on the Path to Insight

Purpose and Benefit: This training teaches how to read qualitative data in order to see beyond consumer discourse and access insights hidden outside of context and discourse. The aim is to provide brand owners with a background on how to approach what they hear while observing group discussions and interviews, and how to handle qualitative results.

Content:

  1. Components of Analysis on the Road to Insight
  2. Context
  3. Discourse
  4. Non-discourse
  5. Case Examples
  6. Applied Case Workshop (group work)

Duration: 5 hours

Number of Participants: 10 – 30

Participant Profile: Employees with similar expertise and level

Format: Online (Zoom) / Offline

From Theory to Practice: A Journey with the Consumer

Purpose and Benefits: This training, designed to improve the practice of engaging with consumers and discovering consumer insights firsthand, includes both theoretical training and field practice processes. The comprehensive training, which includes various modules, begins with the “moderation techniques” module; then, (in mini-groups of 2-3 people), participants will observe the consumer’s purchasing journey firsthand by moderating in the field under the guidance of FutureBright moderators, aiming to hunt for consumer insights. The training concludes with a module on analyzing the findings and reporting the insights. In this way, participants will discover the psychosocial factors and dynamics influencing shopping, and gain knowledge about capturing and reporting insights into the process. All this process will make a very important contribution to the communication that participants establish with their own customers.

Content:

  1. Moderation Techniques – Classroom Training (half working day)
  2. Mini Group Practice – Shopping Fieldwork and Evaluation with Consumer (approx. 3 hours/case)
  3. Analysis and Reporting Techniques – Classroom Training (half day)

Duration: Classroom Training (1 full day) + Fieldwork (tbd)

Number of Participants: Classroom training: 10-40, Practice: 1-3 person groups (Total fieldwork time will vary depending on the total number of people targeted for practice)

Participant Profile: Employees with similar expertise and level & Departments

Format: Classroom Training (Zoom)/ Offline & Fieldwork (offline)

Qualitative Moderation Techniques

Purpose and Benefits: The aim of this training is to provide the technical infrastructure necessary for successful moderation in the qualitative research process. The key points of qualitative research moderation will be shared, from techniques to be used to discover genuine emotions during moderation to asking the right questions. This training aims to equip participants with the competence to uncover insights in the qualitative research process using the right techniques and approaches.

Content:

  1. What are qualitative research techniques?
  2. How is moderation done? What are the key points?
  3. Introspection techniques to reach true emotions
  4. What to pay attention to when asking questions?
  5. Exercises through case studies
  6. Methods for dealing with different participant types

Duration: Half a working day

Number of Participants: 10 – 40

Participant Profile: Employees & departments with similar expertise and level

Format: Online (Zoom) / Offline

Research Management Guide

Purpose and Benefit: This training comprehensively conveys the steps and details that professionals who assume the role of “research provider” should follow in their journey to research and reach insights; it aims to equip participants with competence in correctly defining the research need and giving a brief, selecting the target audience and research method, and effectively managing the process with research partners.

Content:

  1. Defining the research need
  2. Preparing an effective research brief
  3. Selecting the target audience and sample
  4. Research techniques and selecting the appropriate technique
  5. Qualitative vs. Quantitative Research
  6. Research Partner Selection
  7. Research Process Management
  8. Post-Research / Beyond

Duration: Half a business day

Number of Participants: 10 – 40

Participant Profile: Teams that act as research providers and use research

Format: Online (Zoom) / Offline

Pre & Post-Advertisement Research Techniques

Purpose and Benefit: This training aims to increase the competencies of marketing and research teams in advertising research. Participants will learn about the working principles of the advertising industry, the roles of marketing and research managers in developing advertising campaigns, critical points in agency briefing, and how to test materials in different formats at different stages. The training will be supported with case studies.

Content:

  1. The role of communication in brand building
  2. The process of creating an advertising campaign and its roles
  3. The function of research in feeding advertising campaigns
  4. Advertising pre-test processes
    1. Materials and diagnostics in the idea testing process
    2. Materials and diagnostics in the concept testing process
    3. Materials and diagnostics in the advertising testing process
  5. Advertising post-test processes
    1. Post-test timing
    2. Alternative post-test methods
    3. Qualitative/Quantitative advertising performance measurement metrics
    4. Benchmark Usage:

Duration: 2.5-3 hours

Number of Participants: 10 – 40

Participant Profile: Teams that assume the role of research provider and use research

Format: Online (Zoom) & Offline

Qualitative & Quantitative Research Methods

Purpose and Benefit: This training aims to comprehensively explain the application areas of qualitative and quantitative research methods, the techniques of analysis and interpretation of research data, and to enable participants to choose the right model and approach for their research needs and to gain the competence to internalize and interpret research data.

Content:

  1. Quantitative Research 101
    1. CAPI, CATI, CAWI, Panels, Neuromarketing Research
    2. Tracking vs. Adhoc
    3. Sample design
  2. Quantitative research models: areas of application and interpretation techniques
    1. Brand Research (Awareness, Perception, Brand Health)
    2. Advertising Research (Pre and post tests)
    3. Penetration, Market Share and Market Potential Determination Research
    4. Satisfaction and Customer Experience Research
    5. U&A and Segmentation Research
    6. Idea/Concept/Product Testing
    7. Shopper Research
    8. Corporate Reputation and Employee Research
  3. Qualitative Research 101
    1. What is qualitative research, when is it used, and for what purpose?
    2. Qualitative research techniques and terminology
    3. Creating the research sample structure
    4. The concept of insight and its use in marketing
  4. Qualitative research models, areas of application and interpretation techniques
    1. Brand perception research
    2. From idea to concept, from concept to advertisement: “Advertising Research”
    3. Attitude-usage research
    4. Advertising research
    5. Ethnographic research
    6. Shopper research
    7. Unconscious research (UMR)

Duration: 1 full day (3 hours qualitative & 3 hours quantitative)

Number of Participants: 10 – 40

Participant Profile: Teams that act as research providers and use research materials

Format: Online (Zoom) / Offline

Click here for solutions tailored to your organizational needs and to find out more!