Insight Development Masterclass for Marketers & Researchers
What you'll learn
- What a customer / consumer / client insight is and why they are so important to brand success.
- The reasons why you and others have struggled to action the consumer / customer insights you have developed in the past.
- A simple 7-step process that practically guarantees that you will develop an actionable insight every time you use it for each of your brands.
- Identify the exact category in which you’re competing from the customers' perspective. You may know your industry but your customers might see it differently.
- Choosing your ideal target audience, the group that will be the most profitable.
- How to recognise whether your current target customer group is too narrow or too wide and how to better define it.
- The incredibly useful tools you need to select the most profitable segment to go after.
- How to get to know your ideal customers as deeply as possible, and then create a detailed persona / avatar for them.
- Where and how to get all the data and information you need about the market and your customers, to fill your knowledge gaps.
- How to identify the most relevant need-state for your brand offer and then pinpoint all the different emotions you want to stimulate.
- Getting support for insight development from every level and from every department. This makes actioning insights easy.
- An invaluable way to identify whether or not what you have developed truly is an insight.
- How to ensure that the insight you develop will resonate with your target audience and engage them so they take the action you desire.
- How to identify actions from the consumer / customer insights you develop, that will result in the profitable growth of your business.
- You should have at least a basic appreciation of marketing, consumer / customer understanding and market research methodologies and processes.
- A pen and some paper to take notes while you watch, listen and learn. You'll want to take notes of the ideas and suggestions shared throughout the Masterclass.
** WELCOME TO THE #1 CERTIFIED MASTERCLASS FOR DEVELOPING ACTIONABLE INSIGHTS! **
Do you want your brands to be built on a solid foundation? Do you want them to grow profitably by attracting increasing numbers of ideal customers who are both loyal and who then recommend them to others? Then this Masterclass in Actionable Insight Development is for you.
Every brand needs an insight as its foundation, but most organizations don’t know how to develop one. Especially one that they can immediately action to grow the brand faster and more profitably than ever before.
Do you work in marketing, market research or brand management, or are you a business owner or even an entrepreneur just starting out? In that case, you need to know how to develop actionable insights as the basis for each of your brands and businesses.
Before getting into the details of this Masterclass, here are a few facts for you:
FACT: Brands built on customer insights have a more solid foundation to grow and consistently engage their customers - as if by magic!
FACT: Customer-centric companies grow seven times faster than those that aren’t and are 60% more profitable!
FACT: Thinking customer first in everything you do builds more powerful brands and greater brand loyalty.
This course includes eleven captivating videos explaining how to develop actionable insights using my proprietary 7-step process. It has been inspired by the exact same steps used by some of the most successful CPG / FMCG companies in the world. And it has been taught to many more of them, too, as a way of upgrading their own, often outdated, practices.
From how to choose your category and target audience to how to convert your business objective into a customer-centric aim, you will learn how to walk in your customers’ shoes, analyze and complete your data and information about them, and then develop actionable insights that lead to profitable growth for your brands.
ACTIONABLE INSIGHTS DEVELOPMENT MASTERCLASS GOAL
The facts I mentioned at the start of this description should be your wake-up call if your brands don’t have an insight as their foundation! I built this comprehensive Insights Development Masterclass to help everyone who has heard about insights and knows they should be using them but isn’t sure they know what they really are or what the best way to develop and action them is.
CATSIGHT is our proven methodology for maximizing the ROI of your information investments. It was developed more than ten years ago and is mentioned in the globally acclaimed book “Winning Customer Centricity: Putting Customers at the Heart of Your Business – One Day at a Time.”
Over the years, CATSIGHT has been used by multinationals, agencies and PMEs across the world to improve the value of their intelligence investments.
The method focuses on analyzing available information before any data gathering is carried out, and which is then commissioned only to fill identified knowledge gaps. This avoids unnecessary expenditure, increases actionability and ensures maximum value is obtained from all surveys and reports purchased.
A food and beverage multinational regularly conducted market research surveys to answer their marketing and sales questions. By implementing CATSIGHT, they were able to eliminate numerous expenditures while also gaining more actionable insights that impacted their growth.
With an average cost of $20-50,000 or more per project, that can quickly add up in terms of budget savings!
A well-known Japanese proverb says
“Insight without action is a daydream. Action without insight is a nightmare”.
So which are you living, a daydream or a nightmare? Neither is good, and this course will help you to avoid both!
ACTIONABLE INSIGHTS DEVELOPMENT MASTERCLASS CONTENT
You can keep scrolling below to view the comprehensive course content and also to watch some of the free video sessions available, but here is a quick outline of what we will cover together:
What is an Insight? Do you know precisely what an insight is and why it’s essential that it should be actionable? I show you and provide an easy way to remember the crucial elements of an insight.
How to Develop an Insight: I share my proprietary 7-step process for developing an insight. Even client organizations with their own insight processes are often surprised to learn that they are missing several of these essential steps when I show the full process to them.
Identifying the exact category in which you’re competing: Most companies know their industry role, but they don’t always correctly identify the category in which they are competing - from their customers’ perspective. I explain how to recognize whether your current target group is too narrow or too wide and even provide tools so you can select the most profitable segment to go after.
Turning your business objectives into customer aims: It is essential to understand how you will succeed in meeting your business objective by impacting your customers’ attitudes and/or behaviours. Thinking customer first will make your objectives far more actionable in the marketplace, as you will be taking your customers’ perspective.
Choosing your ideal target audience: Trying to attract anyone who buys a segment is almost certainly destined to fail. You need to select a group that will be the most profitable and then get to know them as deeply as possible. From segmentation to persona/avatar creation, I provide the detailed knowledge and all the tools you need to support you in making an ideal choice.
Insights need cross-departmental knowledge: Even if professionals in market research and marketing are the natural leaders of insight development, implementing the actions coming out of them requires the support of every department. I show you how to get that assistance from every level and from right across your whole organization.
Walking in your customers’ shoes: To understand them deeply, you must see the market from their perspective. I know I've already said this several times, but it really is that important! I’ll share many ways for you to do this, some that don’t even require you to leave your desk or office!
Information gathering and market research: I’ll show you where and how to get all the data and information you need to fill your knowledge gaps. Then, I’ll explain how to analyze and summarise it all to develop actionable insights. Too often, people turn to market research when they need information. However, most organizations already have far more information internally than anyone realizes. Have you never heard this phrase?
“If only we knew what we know!"
Understanding human behaviour: The best insights contain an emotional element since emotions are the source of change in attitudes and behaviours. You’ll learn how to choose the most relevant need state for your brand and then identify all the different emotions you want to stimulate. This will ensure that the insight you develop will resonate with your target audience and engage them so they take the desired action.
Insights in Action: I share many inspiring case studies of how insights have been played out in advertising and brand communications across the globe so you can learn by example.
Next Steps: Once you have completed this masterclass, I’ll suggest some ideas to take your learning to the next level with additional courses and books you may want to consider.
LEARNING BY DOING
I believe that the best way to learn is by doing. That’s why this course includes many real-life examples, and each class ends with exercises for you to complete. You will benefit most from each session if you finish these activities before continuing with the next video session.
WHAT OTHER STUDENTS ARE SAYING ABOUT THE MASTERCLASS
“Great way to gain an understanding of insights in brief segments. Learning I can put into action immediately.” Terry V.
“RI enjoyed this course, and it gave me great insights into an area I’m familiar with - even though I’ve been in CX for almost 40 years. I love Denyse’s energy and humour, and her practical examples made this all come alive.” Aki K.
“As CMO of a tiny Internet company, my challenge is centred around how to get the C-Suite (who are more artists than businessmen) to gain a concrete realization of the psychological factors in marketing. Your course was a good fit for me in that I have a better vocabulary/systematic way to use in trying to achieve my goal” William J.
Taking this course is 100% risk-free. If you do not like the course for any reason, you can request a refund within the first 30 days. That is my promise to you. ENROLL NOW, and I’ll see you in the first video.
MEET YOUR INSTRUCTOR DENYSE DRUMMOND-DUNN
If you have never met me before, my name is Denyse Drummond-Dunn. I am a Business Growth Catalyst, helping companies grow faster & more profitably through deeper customer understanding and engagement. My career of more than 30 years includes working in senior global executive roles in over 125 countries with Nestlé, Gillette & Philip Morris International. But for the past ten years, I have become a full-time coach, trainer, and speaker, sharing my expertise with those willing and ready to upgrade their knowledge and results.
I’m a new-age marketer, combining creativity with technical expertise & cultural sensitivity. Living in the heart of Europe in Switzerland, I’ve always worked globally. This has provided me with a unique perspective to help organizations, large and small, understand the importance of customer centricity, no matter where in the world they might be. This is particularly powerful when looking to innovate or roll out successful brands in other markets.
I hold a BSc (Hons) in Computer Science & diplomas in Organisational Leadership & Innovation from IMD in Switzerland and the LBS in the UK. Besides my multinational executive clients whom I adore, I’m passionate about animals (I have two cats, Maddie and Pearl), flying (I’m a twin-engine pilot), underwater diving (I’m a PADI Divemaster) and technology. (I’m a Geek too!)
ARE YOU READY TO START MAKING A DIFFERENCE IN YOUR BUSINESS?
I invite you to join this masterclass and start helping your organization make better use of all the data and information it has gathered so that your brands are built on the solid foundation of actionable insights. Click the “Buy now” button to enroll in the course “Insight Development Masterclass for Marketers and Researchers.”
And I’ll see you in the first session.
Udemy has recently introduced a very early rating and review request. You can ignore it, but if you do decide to rate the course, could I ask that you also add an update to it when you have completed the course? The final rating is much more critical and will help other students understand the great value of the content. Thank you.
Copyright 2023 Denyse Drummond-Dunn, C3Centricity
Who this course is for:
- Marketers and business managers who are keen to grow their brands through improved customer / consumer understanding.
- Entrepreneurs and start-up investors who are searching for the most solid foundation for their offer.
- Strategic planning professionals looking to better understand their company's consumers / customers.
- Market Researchers who are struggling to turn their data and information into understanding and actionable business insights.
- Insight professionals who strive to impact the business with the actionability of their recommendations.
I work with organisations that want to grow by attracting, delighting and retaining more customers.
During my career of over three decades, I have worked in more than 125 countries, so I know what makes customers happy and businesses grow. My last position before starting my own consultancy (C3Centricity) was Global Head of Consumer Excellence at Nestle.
WHAT I WILL DO FOR YOU:
I help organisations adopt a customer-first strategy so they can attract, delight and retain more customers and grow profitably. If you want to learn how to do this then you need to start by understanding that everything depends upon customer knowledge and understanding. All my courses here and in my own C3Centricity Academy are focused on helping people do just that.
WHAT MAKES ME DIFFERENT:
Having worked with many Fortune 500 companies across the globe, I have a unique perspective of what it takes to be successful, no matter what your current challenges are. Customer centricity is always the answer, so you only have to ask the right questions!
WHAT PEOPLE ARE SAYING:
"Denyse is an inspiring professional with a great strategic focus. Her ability to shape a vision and drive change is unique. She is able to understand very well brands and consumers. She is innovative and passionate about her work." Andrea Bielli, Sevendots
"There are major untapped opportunities for brands, but only if marketers can effectively harness new technologies, which remain poorly understood. Denyse definitely gets the bigger picture, and can be of great help to any company trying to navigate this new landscape." Jon Arnold, J Arnold & Assocs
“It was refreshing the care Denyse took in designing the course, getting to know our internal processes, pain points & strengths, before she custom designed the course, materials and goals.” Vanessa Oshima, Coca-Cola
"Denyse is clearly an expert in her field. She triggered a valuable thought in reminding me that our competition is not who I thought it was. ‘Knowing your enemy’ is how to win wars." Iain Martin, IJ Martin & Co
"Denyse sees the big picture and knows exactly where research excellence needs to hit it. She is great at change management, engaging teams, and leading to success." Dan Foreman, ZappiStore
"Denyse is an awesome trainer and person. The course was fantastic in crystallising the need for consumer centricity and how to create more impact with insights. Highly recommended." Nathalie Klein, Coca-Cola
"Denyse brings years of experience to the table in her hands-on workshops. She also knows how to translate her set of best practices to the current digitalized business reality." Tom De Ruyk, InSites
✅ Call me on: +41 79 933 9789
✅ Skype me at: Denysech
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