Uncovering Consumer Insights
Audience
- Brand & Product Managers
- MarCom Managers
- Advertising Managers
- Marketing Services Managers
- Research Managers
- Account Managers
- Media Managers
- Creatives
Learning Objectives
- Understand what is and what is not an insight, and where to find them
Content
- What is an insight?
- How do you measure its strength?
- The difference between an insight, a fact, and an accepted consumer belief
- How to identify and verbalize an insight
- Why are insights important?
- Advocates-Finding the insight behind the fact