Advanced Learning Session

The word “insight” is one of the most misunderstood and misused words in the marketing world today, but it is also one of the most important. As consumers become more fragmented and individualized, they will increasingly look for brands that represent some aspect of who they are. Brands will have to understand their target from an insights perspective. It will no longer be sufficient to settle for target generalizations.

In this seminar participants will take his/her knowledge and application of insights to an entirely new level. This seminar will teach attendees how to:

• Identify real insights and distinguish them from generalizations, significantly improving the quality of an organization’s insights.
• “Craft” (rather than just articulate) an insight so it is evocative, breathing life into creative briefs/documents so they inspire.
• Connect a shopper insight to a corresponding consumer insight (insight connectivity): How does the life of the shopper outside of the store (the consumer’s life) effect what they do in the store (the shopper’s life)?