Consumer Insight: The Why, What & How: A Programme for Ace Marketeers

Programme Overview

There has been a recent recognition that too much marketing thinking is merely incremental. Marketers need to engage with the consumer in deeper, and more ongoing ways. The creation of consumer insights requires an understanding of emerging approaches, the practice of these approaches by the marketers themselves, and the creation of organisational mechanisms to sustain these approaches consistently. Further, the aspect of 'insighting through social media’ and its integration with offline processes needs special attention.

Programme Objectives

By the end of this programme, participants will:

  • Understand the new language and approach of consumer insights, and how it differs from more conventional approaches.
  • Understand the emerging technologies which drive insighting, including neuroscience driven approaches and sentiment analysis.
  • Be able to tailor an approach to insighting that is relevant to their specific organisation.
  • Enhance their own abilities to derive insights through ‘deep conversation’

Programme Pedagogy

The programme is highly interactive, with a stress on learning through doing. Participants will practise techniques in the field. Industry experts will be brought in for specialised sessions. Case studies, video based classes, co-created insight sessions, all combine to make a highly energetic and enriching workshop.

Programme Benefits

The programme will build a comprehensive understanding of an emerging area in marketing. It  will enable marketers to enhance their own abilities to create insights, and adapt new approaches suitable to their organisation. Promising projects will be identified in the workshop itself, and marketers could a) build a roadmap to create an insighting practice within the organisation b) refine the practice if it already exists.

Who Should Attend

This programme is intended for middle and senior managers in the marketing function of large companies. People charged with building a culture of insighting, in charge of research and innovation functions, or marketers interested in insighting, but unsure of the ideal roadmap wlll also benefit from this workshop.  

Programme Content

  • What is an insight and why do we need it
  • Why conventional research often does not throw up insight
  • Sources of insight
  • The one on one interview revisited
  • Insights and neuroscience
  • Insights and social media
  • Extreme users
  • Recording insights- A point of view

Download Programme Brochure   Apply Now

Date

 TBA

 Time

 09:30 a.m. - 5:30 p.m.

 Fees

 Rs. 30,000 + Taxes

 

Discounts on Fees

 Early Bird for first 5 participants

15%

 Group of 5 to 6 participants

13%

 Group of 3 to 4 participants

10%

 Bhavans Alumni ( SPJIMR, SPCE & SPIT)

15%

 

Contact Details:

Contact person: Priyanka Patil
Tel:  +91 22 61454351 
Email: priyanka.patil@spjimr.org

Click for cancellation and refund policy

SPJIMR
Bhavan's Campus
Munshi Nagar | Dadabhai Road,
Andheri West | Mumbai - 400 058, India
Tel:+91-22-2623-0396/ 2401
      +91-22-2623-7454
Fax:+91-22-26237042
www.spjimr.org