Programme

Morning

• Introduction and Expectations for the workshop
• What is insight in the company context? Summary of existing beliefs and approaches. Visualizing Insight with Examples
• What is insight from a scientific background? What does insight to our brain - A theoretical framework
• The situational interview technique: experiencing insight with the team in a given business context

Afternoon

• Developing a business case with the input from the interview: What is the brand idea? What is the product idea?
• Cognitive Science and Insight Recognition: Visualizing Insight in specific marketing cases. What does this mean for Consumer Insight in the future?

Testimonials

Some of the feedback received from past participants:

“Good presentation with balance between theory and practice. Close to applicability in daily work.”

“I liked the thinking out of the box.”

“Brilliant! Left the audience an higher level.”

INSIGHT GENERATION
Understanding insight driven innovation

Workshop overview

Insights are a multi-facetted concept, crucial throughout any innovation cycle. Generating insights is a constant stream of learning, interpreting, applying and then going back to learning.
This process of knowledge development can be called "Insighting" -- Insights should be seen as a verb not a noun.
The workshop will take you on an Insighting journey and will teach how to structure an innovation process, how to leverage insights from the research into tangible solutions for consumers and last but not least the audience will experiences what it means to co-create as a multi-disciplinary team.
In this highly participative day you can expect to:

• Gain insight into the practicalities of Insighting through situational interview techniques and connecting statements.
• Explore what group collective wisdom is, how it works and how it can become a key factor to successful insight generation.
• By going through a real time process participants will understand how process and methodologies fit with the different stages of insighting
• Grasp the theoretical background about how innovation processes are often run in companies and how they often fail. Look at suggestions on how to take a systematic way forward.

Level

Intermediate

Workshop Leaders

Johannes Hartmann
Vice President Consumer and Market Insight, Unilever, Netherlands

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.