Gaining Consumer Insights

    Target Audience
    The Gaining Consumer Insights course is designed for professionals responsible for their company’s marketing strategies. This includes:
    • marketing managers,
    • deputy managers,
    • business managers or
    • owners of SMEs.
    The focus of this course is to build knowledge and to provide participants with tools that will help them become more successful in their marketing activities.
    Course Objectives
    Upon completion of this course, participants should be able to:
    • Describe what is meant by consumer insights.
    • Explain the reason for acquiring consumer insights.
    • Explain principles for generating consumer insights.
    • Describe the process of generating consumer insights.
    • List four sources of information and four effective methods for data collection.
    • Describe how to write a consumer insight.
    • Explain the evaluation of an insight.
    • Explain the basic applications of consumer insights.
    Content
    • Introduction to the workshop
    • Session 1: What is a “consumer insight”?
      • The concept of “consumer insight”
      • The role of consumer insights in business
      • Session 2: The principles and process of generating new “insights”
      • Four principles for understanding the consumer
      • The process for understanding consumers
    • Session 3: Gathering information
      • Information about consumers
      • Sources of information
      • Methods of collecting information
    • Session 4: Uncovering an insight
      • A thorough understanding of the information
      • Uncovering an insight
      • Evaluating an insight
    • Session 5: Using “consumer insights”
      • Relationship between an insight and brand positioning
      • Relationship between an insight and a new product
      • Relationship between an insight and an advertisement
      • Practice
    • Concluding remarks, action planning and wrap-up
    Course Duration

    2 days (14 hours)


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