Lesson 1.2 – How research supports decisions, and why the link breaks

Elaiia Academy Training Programme · Module 1 – Marketing research for business decisions

About this lesson

What you’ll learn

This lesson lays out the five criteria for executing marketing research effectively and explains how to avoid the pseudo-research traps.

Key content

Three conditions that have to hold at the same time: a decision to make, an information gap, and a cost below the value.
The yardstick: five criteria that make marketing research effective.
The tollgate model of research, and pseudo-research as a failure of purpose, not of method.
Three traps: research seen as a threat, confirmation bias, and no plan, so nothing gets directed.

At a glance

ModuleModule 1 – Marketing research for business decisions

FormatVideo lesson

AccessOpen to everyone

ProgrammeElaiia Academy Training Programme

Back to all lessons

Open lessons · From the Elaiia Academy

Watch, then try it on your own decision.

Selected lessons from the Elaiia Academy Training Programme, open to everyone. The full programme is available to Elaiia customers only.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.1 – Welcome to the Elaiia Academy Training Programme

This short introduction explains what the Elaiia Academy Training Programme is, who it is for, and its core content pillars.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.3 – How AI simulation works, and how it changes research (Part 1)

This lesson follows the technology shift already under way in research and marketing intelligence and explains key concepts behind AI-based customer simulation.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.3 – How AI simulation works, and how it changes research (Part 2)

The second part continues the introduction and goes deeper into the key concepts behind AI-based customer simulation and what they change for research.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.4 – From business problem to research problem

This lesson explores how to use a decision-first mindset in marketing research. It covers the difference between symptoms and decisions, and explains how to design decision criteria and keep research findings action-oriented.

Open lessons · From the Elaiia Academy

Watch, then try it on your own decision.

Selected lessons from the Elaiia Academy Training Programme, open to everyone. The full programme is available to Elaiia customers only.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.1 – Welcome to the Elaiia Academy Training Programme

This short introduction explains what the Elaiia Academy Training Programme is, who it is for, and its core content pillars.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.3 – How AI simulation works, and how it changes research (Part 1)

This lesson follows the technology shift already under way in research and marketing intelligence and explains key concepts behind AI-based customer simulation.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.3 – How AI simulation works, and how it changes research (Part 2)

The second part continues the introduction and goes deeper into the key concepts behind AI-based customer simulation and what they change for research.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.4 – From business problem to research problem

This lesson explores how to use a decision-first mindset in marketing research. It covers the difference between symptoms and decisions, and explains how to design decision criteria and keep research findings action-oriented.

Open lessons · From the Elaiia Academy

Watch, then try it on your own decision.

Selected lessons from the Elaiia Academy Training Programme, open to everyone. The full programme is available to Elaiia customers only.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.1 – Welcome to the Elaiia Academy Training Programme

This short introduction explains what the Elaiia Academy Training Programme is, who it is for, and its core content pillars.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.3 – How AI simulation works, and how it changes research (Part 1)

This lesson follows the technology shift already under way in research and marketing intelligence and explains key concepts behind AI-based customer simulation.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.3 – How AI simulation works, and how it changes research (Part 2)

The second part continues the introduction and goes deeper into the key concepts behind AI-based customer simulation and what they change for research.

Elaiia Academy · Module 1 · Marketing research for business decisions

Lesson 1.4 – From business problem to research problem

This lesson explores how to use a decision-first mindset in marketing research. It covers the difference between symptoms and decisions, and explains how to design decision criteria and keep research findings action-oriented.

Elaiia

FROM ELAIIA ACADEMY

Stay close to what we’re learning.

New case studies, validation studies, articles and Forum insights from Elaiia Academy. Monthly, no more.

AcademyInsights Hub Training Knowledge ForumBook a demo