Insight Development Masterclass for Marketers & Researchers

Learn to develop actionable insights, no matter the industry, category or customers your brand / business is targeting.

Advanced 5(7 Ratings) 2 Students enrolled English
Created by Denyse Drummond-Dunn
Last updated Tue, 05-Jul-2022
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Course overview

*** WELCOME TO THE #1 CERTIFIED ONLINE MASTERCLASS ON ACTIONABLE INSIGHT DEVELOPMENT !***

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 you need to take this new Actionable Insight Development Masterclass.

Every brand needs an insight as it’s foundation, but most organisations don’t know how to develop them. Especially ones that you can immediately action to grow the brand faster and more profitably than ever before.

If you work in marketing, market research or brand management, or are a business owner or even an entrepreneur just starting out, 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, a few facts for you:

FACT: Brands built on customer insights have a more solid foundation from which 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 stronger brands and greater brand loyalty.

This course includes a series of eleven captivating videos explaining in detail 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 of them too as a way of upgrading their own, often out-dated, procedures.

From how to choose your category and target audience, to how to convert your business objective into a customer-centric solution, you will learn how to walk in your customers' shoes, analyse 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, knows they should be using them, but aren't sure they know what they are, nor what is the best way to develop and action them.


A well-known Japanese proverbs 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 is covered:

  • What is an Insight? Do you know exactly what an insight is and why it’s important that it should be actionable? I show you and provide an easy way to remember the essential elements of an insight.

  • How to Develop an Insight: I share my proprietary 7-step process for developing an insight. Even organisations that already have their own insight processes are often surprised to learn that they are missing several of these essential steps.

  • Identifying the exact category in which you’re competing: Most companies know their industry really well, but they don’t always correctly identify the category in which they are competing from their customers' perspective. I explain how to recognise 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 important 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 choose 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 knowledge and all the tools you need to support you in making the ideal choice.

  • Insights need cross-departmental knowledge: Even if professionals in market research and / or marketing are the natural leaders of insight development, the implementation of the actions coming from them, needs the support of every department. I show you how to get that assistance from every level and from right across your organisation.

  • Walking in your customers’ shoes: In order to understand your customers deeply, you need to see the market from their perspective. I'll share many ways 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 analyse and summarise it all to develop actionable insights. Too often people turn to market research when they need information. However, most organisations already have far more information internally than anyone realises. Have you never heard the 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 action you desire.

  • Actionable 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 of how to take your learning to the next level with additional courses and books.


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 some exercises for you to try. You will get maximum benefit from each session if you complete the exercises before continuing on with the next video.


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.

“Really enjoyed this course, and it gave me great insights into an area that 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 centered around how to get the C-Suite (who are more artist than businessman) 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 whatsoever, 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 speaking, 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 organisations large and small, understand the importance of customer centricity, no matter where in the world they might be. This proves itself to be particularly powerful when looking to innovate or to roll-out successful brands to 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 to start helping your organisation to make better use of all the data and information it has, so that your brands are built on the solid foundation of actionable insights. Simply click the “Buy now” button to enrol in the course “Insight Development Masterclass for Marketers and Researchers.”

And I'll see you in the first session.


FINAL NOTE

Udemy have 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 important and will help other students understand the great value of the content. Thanks.


© Copyright 2021 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.

What you will 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.
  • 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.
Requirements
  • 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.
Curriculum for this course
11 Downloadable workbooks / resources 01:55:00 Hours
Introduction to the course, me and how to successfully develop insights.
1 Downloadable workbooks / resources 00:06:00 Hours
  • Introduction to the course & the process to successfully develop Insights
    This video is where it all starts with an introduction to the course and a detailed description of its contents.
    Preview 00:06:00
Introduction to insights and me
1 Downloadable workbooks / resources 00:10:00 Hours
  • Definition of an Insight and Introduction to the Instructor
    In this video, we'll cover what an insight is and why many people struggle to actions theirs. There is also a useful mnemonic to remember what elements make up an insight. And finally there is a short summary of why the teacher, Denyse Drummond-Dunn, is one of the best people to give this course because of her global experience in doing just this for numerous multinationals.
    Preview 00:10:00
Identifying the CATEGORY / Brand
1 Downloadable workbooks / resources 00:16:00 Hours
  • The 7-step Insight development process & identification of your Category
    This session covers an overview of the 7-step process for developing actionable insights, a fun way to remember what they are, and then it goes into detail of the first one, that of category identification. There is also a useful tool to download that will help with both category identification and innovation.
    Preview 00:16:00
Identifying your customer's AIM or objective
1 Downloadable workbooks / resources 00:10:00 Hours
  • Understanding the customer's objective in buying your brand
    In this session, we will be translating business objectives into customer centric aims, which will make them clearer and far more actionable. Several examples are given to show how this is done.
    00:10:00
Identifying your TARGET customers
1 Downloadable workbooks / resources 00:16:00 Hours
  • Choosing your target and developing a Persona/Avatar of your ideal customer
    This is an important session where you will learn about segmentation; how to choose the best and most profitable group of consumers/customers to target and then how to get to know them as well as you possibly can. The tools explained include the BCG Matrix and C3Centricity's 4W™ persona template.
    00:16:00
Getting SUPPORT from an expert panel
1 Downloadable workbooks / resources 00:10:00 Hours
  • Getting a group of colleagues from across departments to support the insight development process.
    In this session, we look at the importance of building relationships within your organisation. They will benefit both your career and your insight development.
    00:10:00
Connecting INTIMATELY with your customers
1 Downloadable workbooks / resources 00:07:00 Hours
  • Understanding the customer's objective in buying your brand
    After building your relationships with your colleagues and peers, it's time to get to know your consumers/customers on a more intimate level. You will do this by connecting with them in so many different ways and getting your colleagues to do the same. This then gives another reason to get together with your new internal friends and share what you have both learnt.
    00:07:00
Review your information and fill any GAPS
1 Downloadable workbooks / resources 00:10:00 Hours
  • Gather and review all relevant information and fill any gaps you identify.
    This video covers another important step of insight development that most organisations don't do or do very poorly. Once you have gone through this session, your need for information will never have you going immediately to request a market research study. Think about the time and money you will save!
    00:10:00
Develop an insight based on a HUMAN TRUTH
1 Downloadable workbooks / resources 00:10:00 Hours
  • Develop the insight for your brand, basing it on a defined human truth.
    In this session, we cover the final step of insight development. We explain the importance of human truths and why adding an emotional element to your insight will practically guarantee success.
    00:10:00
Great examples of ACTIONABLE INSIGHTS
1 Downloadable workbooks / resources 00:08:00 Hours
  • Understanding the power of insights through numerous best-in-class global examples.
    Learn by example and be inspired by some of the best examples of insights developed with human truths and emotion. This is an easy-going session where you will watch some great advertisements, and more importantly, understand what makes the ads both great and impactful.
    00:08:00
Conclusions and next steps
1 Downloadable workbooks / resources 00:12:00 Hours
  • Detailed overview of the process and all tools and templates shared, together with suggested ways to continue your learning
    The final session brings everything together by reviewing all eight tools and templates included in the course. It also suggests some next steps in both using what you have learnt as well as taking things to the next level.
    00:12:00
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About your instructor

Denyse Drummond-Dunn

Masterclass Instructor President & Business Growth Catalyst If you've never met me before, my name is Denyse Drummond-Dunn. I'm a Business Growth Catalyst, helping companies grow faster & more profitably through deeper customer understanding and engagement. My career of more than 30 years includes senior global executive roles with Nestlé, Gillette & Philip Morris International, working in over 125 countries. But for the past ten years I've become a full-time coach, trainer and speaking, 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 organisations large and small, understand the importance of customer centricity, no matter where in the world they might be. This proves itself to be particularly powerful when looking to innovate or to roll-out successful brands to 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 Dive-master) and technology. (I’m a Geek too!)

7 Reviews | 2 Students | 6 Courses
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Reviews

  • M. B.
    Very interesting training. Content easy to follow and the trainer is inspiring! Thank you!
  • Jeremy P.
    The explanations are clear, and there are templates or tools to help us apply the concepts. The examples are helpful.
  • William J.
    As CMO of a tiny Internet company, my challenge is centered around how to get the C-Suite (who are more artist than businessman) 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.
  • Oko
    Great course, engaging and thought-provoking examples and clear explanations!
  • Alan W H. W H. WH.
    Great insight
  • Terry V.
    Great way to gain an understanding of insights in brief segments. Learning I can put into action immediately.
  • Really enjoyed this course, and it gave me great insights into an area that 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.
$99.00
Includes:
  • 01:55:00 Hours On demand videos
  • 11 Downloadable workbooks / resources
  • Access on desktop, mobile and tv
  • Lifetime access
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