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Course Overview It is important for marketers to go beyond 'admiring the problem' and offer pragmatic ways of identifying and implementing 'insightment'. Managers and practitioners need to be able to connect insights across the business as well as being able to inspire, provoke and disrupt (constructively) in order to drive new business growth. Business managers are looking for the elusive link between consumer insight and business issues facing senior management. The Top Table increasingly demands both the right people and the right thinking in order to succeed in this challenging new environment. This is now a world in which everyone is drowning in data and insight is the primary currency. Audience This will be of benefit to those who are in charge of brands, NPD and those who wish to effect change and anyone in need of fresh stimulation. Skills Gained This will help approach the process of insight-generation in a more systematic and methodical manner by highlighting the need for Insight Efficiency as well as Insight Effectiveness. More specifically it will demonstrate the market and business value of a great insight. You will learn how to create insights-as-provocations and in so doing understand and apply 'Disruption Theory'. Furthermore, you will explore how the marketing world sees, defines and values insights. Finally, you will mine and uncover new business insights using a variety of exercises and techniques. Course Outline - How 'Trends-thinking' can be integrated into the organisation and used in operations, brand management and extension, new product development and revitalisation
- Make Trends-thinking integral to future-planning, innovation and part of the corporate culture rather than an external add-on
- Understanding of theory and ideology of trends
- Understanding and application of 'Trendstorming'
- Consideration of eight meta-trends, each of which will be presented, discussed and explored in live contexts
How to make a booking for the 0103 course
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