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Insights Extraction

Workshop overview

Insights are the interpretation of: data, trends, observations, a collection of pictures, text from social media and more with the aim to increase effectiveness, reduce risks, and help understanding the reality better. Yes it is a very broad concept, with many context specific interpretations and practitioners. Insight extraction is at the core of the market research function, the insight professional, the big data specialist, the trend watcher etc. During the one day workshop we will take you on the rewarding journey from understanding the business question to sharing the insight.

Insights extraction is a scientific activity as well as the art of taking pictures of “the data” from different perspectives. But it is also the challenge to use and combine multiple sources of data and to contrast the insights with existing ideas, experiences and assumptions.

During the workshop, in a number of cases you will have to extract insights, apply the rules, look at the observations from different perspectives. You will have to validate and to falsify the insights. You learn by listening, observing and mainly by doing.

We start with traditional primary research data, but during the day the future reality will become more dominant.

We expect you have basic knowledge of market research, qualitative or quantitative and have at least a couple of years’ experience as researcher or as user of research or insights.

The workshop leaders (Dirk Huisman, Jeroen Hardon) have wide experience in extracting insights all over the world in a range of industries and business questions.



Workshop leader

Dirk Huisman


Dirk Huisman is founder and chairman of SKIM, an international market research firm with offices in Europe, USA and Latin America. He is a thought leader in advanced market research methodologies, a specialist in Conjoint Analysis and related methods, and a recognised advocate of these methods in the market research world.

Dirk is also known for his critical viewpoint on the role of market research in business. He has presented at many conferences and published over 30 papers across a wide range of themes including Pricing, New Product development, Entrepreneurship, The Role and Future of Market Research, and, of course, Conjoint Analysis. For these contributions he received an ESOMAR award twice. Recently, he published a chapter in the 5th edition of the ESOMAR’s handbook of Market Research (2007), titled “Research in specific domains: Health Care, Automotives and Telecom”.

Jeroen Hardon

Director Methodology & Innovation EU
SKIM Europe

Jeroen started his professional career as a gymnast, which, in 1997, resulted in Jeroen making it onto the Dutch national team. While going to several European and World Championships in the following years, he managed to combine his sports career with a study in Commercial Economics. In 2008 he started his career at SKIM. In his current position as Director Methodology and Innovation Europe, he is taking care of client management and providing consulting and training on (complex) conjoint applications and projects, he is able to use his perseverance and the tenacity which made his sports career possible to bring projects to a higher level. In addition he is co-responsible for the methodological innovation within SKIM global.