MARKETING RESEARCH AND CONSUMER INSIGHTS - 2026/7

Module Overview

This module aims to provide students with both theoretical and practical understanding of how marketing research is designed, conducted and evaluated in modern businesses. More specifically, this module gives students a deep understanding of various processes and decisions involved in capturing consumer insights through the marketing research process and their implications for business strategies and value delivery to different stakeholders.

Module provider

Surrey Business School

Module Leader

ABBOUD Liliane (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

N/A

Module content

Indicative content includes: 

• The nature, scope and roles of the marketing research process 
• The use of primary and secondary data 
• Capturing consumer insights through qualitative research methods 
• The use and application of qualitative data collection methods 
• Capturing consumer insights through quantitative approaches 
• Capturing digital data and social media listening 
• Uses and implications of technology and artificial Intelligence in the marketing research process
• Deriving managerial implications through data analysis 
• Deriving strategies and value implications for companies, customers and society

Assessment pattern

Alternative Assessment

Individual research report. 

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate knowledge and application of theoretical concepts in capturing consumer insights through the research process, derive data-driven implications for various stakeholders and learn to work in a team to design a marketing research project. 

The summative assessment for this module consists of:

• Group research report (addresses learning outcomes 1-5) 

• Individual research report (addresses learning outcomes 1, 2 and 3) 

   

This module adopts an enquiry-based approach to assessment and feedback where resources are provided to students to enable them to identify their own strengths and weaknesses prior to an assessment, and in turn decide their own learning strategies. Seminars will be designed to address the preparation process, team management, and other key issues associated with the group and individual project. Assessments support students to achieve all module learning outcomes. Formative assessment is delivered throughout the module as students engage with a range of learning activities. Students will be encouraged to reflect on their learning to take this forward into their summative assessments. Students will receive written feedback on their summative assessment as detailed by the Code of Practice for Assessment and Feedback. An overview report will be shared with the cohort to highlight key metrics and themes found in the marking and feedback process.

Module aims

• To provide a theoretical understanding on how marketers can gain customer insights through the marketing research process and the implications of such insights.
• To provide a theoretical understanding of different types of insights, and ways through which qualitative and quantitative information could be derived and analysed.
• To provide a practical experience where students learn to apply theoretical concepts in conducting and managing a marketing research project.
• To provide a practical experience where students learn to work as a team, coordinate and communicate with other individuals, and appreciate the importance of teamwork in conducting a research project.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to develop both theoretical and practical understanding of designing strategies derived from consumer insights, develop a sound knowledge of the key areas within marketing research, place students in a practical context and enable them to learn to design a research project.

The learning and teaching methods include lectures and interactive seminars focused on developing a comprehensive understanding of the topic area and ensuring that students can apply learned concepts to practice. To achieve this goal, a mixture of case studies and activities will be used. Preparation and active participation in class will be expected.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN2228

Other information

Surrey Business School is committed to developing graduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module is designed to allow students to develop knowledge, skills, and capabilities in the following areas: 

Employability: The module is designed to equip students with marketing research knowledge and competencies which can be transferable to professional settings. Students will learn real-life applications of capturing consumer insights and their implications for companies, which would in turn enhance students' future employability. 

Global and Cultural Capabilities: Students will have an opportunity to interact with others while working on the group project and will therefore benefit from the cultural diversities of the student body. 

Digital Capabilities: Students will learn how digital data and social media listening is conducted by companies and will develop digital capabilities using Gen-AI, some of which they can utilise in the workplace. 

Resourcefulness and Resilience: Students will be offered both in-class and written feedback for assessed components. This feedback is designed to develop and enhance their analytical, communication, team-work and problem-solving skills, which would make them more adaptable in the workplace.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.