There has been a recent recognition that too much marketing thinking is 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.
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’
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.
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.
- 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
23rd & 24th September 2017
09:30 a.m. - 5:30 p.m.
Rs. 30,000 + Taxes
Discounts on Fees
Early Bird for first 5 participants
Group of 5 to 6 participants
Group of 3 to 4 participants
Bhavans Alumni ( SPJIMR, SPCE & SPIT)
Contact person: Priyanka Patil
Tel: +91 22 61454351