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Marketing research fundamentals

Practical introduction to marketing research: from questions to insights.

Master Class English
When 27 November 2026
09:30 - 12:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

Marketing research is often seen as complex, expensive, or something only specialists can do. Yet, every marketer can benefit from understanding what research can do, and how to apply it in practice.

In this hands-on session, participants get an overview of the marketing research landscape. Through concrete examples and interactive exercises, we translate theory into actionable insights.

The focus is not on academic detail, but on making better decisions: how to ask the right questions, choose the right method, and avoid common pitfalls.

What will you learn?

  • The different types of marketing research.
  • When to use which method and when not to.
  • How to translate a business problem into a research question.
  • How to brief an agency or set up your own research.
  • Common mistakes and how to avoid them.
  • How to turn research results into actionable insights.

Participants will actively work on small cases and exercises to directly apply the concepts to their own context.

For whom?

  • Junior marketers
  • Marketers with a background in sales, communication or other domains.
  • Professionals who work with research agencies but want to better understand the process.
  • Anyone who wants to start using research more confidently in their role.

No prior research experience required.

Language

The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.

Speakers

  1. Elin De Boel

    Elin De Boel

    Praktijkassistent UAntwerpen at Studio CIX
    Elin De Boel is an experienced marketing and consumer insights expert with a background in leading companies such as Bain & Company, Procter & Gamble, Danone, and Novartis. She has worked across local and international roles, translating consumer understanding into strategic decisions. T...
    Elin De Boel

    Elin De Boel

    Praktijkassistent UAntwerpen at Studio CIX

    Elin De Boel is an experienced marketing and consumer insights expert with a background in leading companies such as Bain & Company, Procter & Gamble, Danone, and Novartis. She has worked across local and international roles, translating consumer understanding into strategic decisions.

    Today, she is an independent consultant and corporate trainer, helping organizations strengthen their marketing and insights capabilities. She is also a lecturer at the University of Antwerp, where she teaches marketing to international business students.

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Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT).
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