SF: Know Your Market: Market Research, Focus Groups & More



  • If you think you can't afford to do market research, come design a plan that will make you realize that you can't afford not to. Find out how to pinpoint the sweet spot of your market and what will turn them from prospects into customers?

    Register now for this event


    Lisa Elderkin (Bio), Consultant
    Scott Adams (Bio), Consultant, Adams Consulting

    Do you know the "hooks" into your target market? Imagine your progress if you knew the key issues and features that would turn potential clients into paying customers! But in today's down-turned economy, how can an emerging company with reduced budgets afford the information needed to develop an effective marketing plan?

    Join us for an interactive seminar including case studies and hands-on exercises that will show you how to develop a strategic plan using market research as the key tool for determining the direction of your company and products.

    This interactive seminar will show you:

    • How to manage your limited marketing and research budgets by developing a strategic plan that does not depend on expensive marketing research.
    • The individual steps required for building a strategic plan.
    • The types of research that could be used help get the information you need to support your new product development and promotional strategies.

    Speaker Bios


    Lisa Elderkin, Consultant

    Lisa is an independent consultant specializing in both quantitative and qualitative research services. Her experience was built on almost 20 years working as a marketing researcher, holding management positions in several different industries.

    Her telecommunications expertise came from 5 years at PacTel Cellular helping this start-up company grow from 30 people to become one the largest, most successful mobile phone companies in the world – the company is now known as AirTouch Communications. Later in her career she returned to telecommunications working at SBC Communications as Director of Market Research responsible for consumer and business custom calling services, as well as, assessing the national advertising campaigns running in the Pacific Bell, Southwestern Bell, Ameritech and SNET territories.

    Lisa has also spent 6 years in financial services managing the consumer and B2B marketing research needs for Bank of America and Charles Schwab. At both of these companies she worked with the Marketing and Strategic Planning groups, recommending and implementing primary research.


    Scott Adams, Consultant, Adams Consulting

    Scott Adams bring a breadth of strategy and planning experiences, having held high level marketing consulting, research and corporate strategy positions at Landor, Arthur D. Little, Age Wave, Bank of America, Clear Ink, and Cheskin Research. He is known for his ability to glean creative insights and marketing ideas, as well as forecasting important new trends. He holds a Ph.D. in Psychology from the University of California, Berkeley, with an emphasis in motivation and a Masters in Applied Statistics from Stanford University. Areas of expertise include: Research, B2B, Branding/Positioning and New Product Development.

    Event Logistics


    8:30am-9:00am Registration/Networking/Continental breakfast
    9:00am-11:30am Seminar


    Women's Technology Cluster
    1207 Indiana Street, Suite 4
    San Francisco, CA


    Seminar Track

    Business Planning: Startup Stage Businesses

    Cost (Continental Breakfast included)
    $30 SDForum Members
    $60 Non-Members