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Webinar - Blind spots in research

18th Feb 20

Blind spots in research


This webinar examines “blind spots” that can escape us when using market research methodologies.

This webinar navigates the “no data” zones where the offering (product, service or experience) is new and unfamiliar, or the market for the existing offering is new and less familiar.


1.To explore the uncharted waters of new category creation where both the risk and potential reward is disproportionately large.

2.To understand the choices that people and organisations make, then framing decisions for achieving the best flow of resources for all stakeholders.

Learning outcomes

By the end of this webinar, you will have learnt:

  1. How to research ill-defined opportunities where frames of reference for success are not well-established.
  2. To identify gaps in data collection that can have strong consequences for determining the viability of a new product or service offer.
  3. The limits of conventional research methodologies for judging the potential of new market offers.

Kevin Clark

Kevin Clark is Director emeritus for Brand & Values Experience for IBM. Kevin is a former executive member of the IBM Market Intelligence Leadership team and IBM Market Management Leadership team. Kevin co-created the graduate and undergraduate curriculum for Integrated Marketing Communications at Duke University, USA.

Event information:

Event Format: Webinar
Date: Tuesday 18th February, 2020
Location: Your PC
Event Cost :(inc.GST) $88.00 Members
$120.00 Non Members
QPR Points: 10
Time | Zones: Time: Please note following time – based on your location’s time zone‚Äč
11:00am - 12:00pm NSW | ACT | VIC | TAS
10:30am - 11:30am SA
10:00am - 11:00am QLD
09:30am - 10:30am NT
08:00am - 09:00am WA


Start Time:
11:00 AM

your PC

Non-member Price:
AU $ 120 (Inc. GST)

Member Price:
AU $ 88.00 (Inc. GST)

Your Price:
AU $ 120.00 (Inc. GST)

Registrations Open:
1st Jan 20 12:00 AM

Registrations Close:
1st Mar 20 5:00 PM