Insight Development Masterclass for Marketers & Researchers

Learn to develop actionable insights, no matter the industry, category or customers your brand / business is targeting.

Created by: Denyse Drummond-Dunn
President, Growth Catalyst C3Centricity, ex-Global VP Nestle

What Will I Learn?

• What a customer / consumer / client insight is and why they are so important to brand success.
• The reasons why you and others have struggled to action the consumer / customer insights you have developed in the past.
• A simple 7-step process that practically guarantees that you will develop an actionable insight every time you use it for each of your brands.
• Identify the exact category in which you’re competing from the customers' perspective. You may know your industry but your customers might see it differently.
• Choosing your ideal target audience, the group that will be the most profitable.
• How to recognise whether your current target customer group is too narrow or too wide and how to better define it.
• The incredibly useful tools you need to select the most profitable segment to go after.
• How to get to know your ideal customers as deeply as possible, and then create a detailed persona / avatar for them.
• Where and how to get all the data and information you need about the market and your customers, to fill your knowledge gaps.
• How to identify the most relevant need-state for your brand offer and then pinpoint all the different emotions you want to stimulate.
• Getting support for insight development from every level and from every department. This makes actioning insights easy.
• An invaluable way to identify whether or not what you have developed truly is an insight.
• How to ensure that the insight you develop will resonate with your target audience and engage them so they take the action you desire.
• How to identify actions from the consumer / customer insights you develop, that will result in the profitable growth of your business.

Requirements

• You should have at least a basic appreciation of marketing, consumer / customer understanding and market research methodologies and processes.
• A pen and some paper to take notes while you watch, listen and learn. You'll want to take notes of the ideas and suggestions shared throughout the Masterclass.

Target audience

• Marketers and business managers who are keen to grow their brands through improved customer / consumer understanding.
• Entrepreneurs and start-up investors who are searching for the most solid foundation for their offer.
• Strategic planning professionals looking to better understand their company's consumers / customers.
• Market Researchers who are struggling to turn their data and information into understanding and actionable business insights.
• Insight professionals who strive to impact the business with the actionability of their recommendations.