Transferring and applying insights impactfully

Cartagena / 23 May 2010 In combination with Latin America 2010

Registration available soon

Workshop overview

In the modern business world doing excellent research and generating insight is not enough; rather it is a starting point for commercial gain. As research techniques evolve and insight becomes a given, one of the greatest challenges for a researcher today is how to ensure insight is acted on and that any research is maximised. Furthermore, in these challenging economic times maximising the benefit of any research is even more critical. Whether you are a client side insights manager, or an agency researcher, it is only when your insights directly impact the decisions taken by marketers that the true value for your work is recognized. This workshop is intended to enable you to achieve that impact, by introducing you to simple concepts that help you understand how decision making happens and how you can package and present your insights to ensure that they get embedded and used by decision makers. An inside view of client side decision making, liberally dosed with live examples from the facilitators provides a real, experience based learning that is then followed up with intense practical application on participants’ own case examples, which you are required to bring with you as pre work.

The workshop will cover:

• Choosing the right Insight
• Packaging it well
• Selling it right
• Ensuring its adoption and Employment/Application
• Monitoring its adoption and Employment/Application
• Measuring the impact of its Usage

Some learning outcomes will be:

• Frameworks for maximising the insight message
• A deeper understanding of the art of persuasion and how to apply it in today’s business environment
• An understanding of participants’ own style and how to use it effectively
• Practical strategies for delegates to use for influencing their key clients

Please note:
The workshop Insight Generation on WORKSHOP DAY 1 is combined with the workshop Transferring And Applying Insight Impactfully on WORKSHOP DAY 2. Delegates are not required to attend both workshops.

Level

Intermediate

Who should attend?

Anyone who is often presenting and helping apply insights to decision makers and wants to enhance their skill at making their insight more impactful for their clients. This could include mid to senior level Research practitioners or Insights managers in client companies.

Workshop leaders

Sangeeta Gupta
Director Consumer Insights, PepsiCo, India

Andrew Vincent
Managing Director, Waves, UK

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.