Consumer Insights: What They Are and What They Are Not (301) (Half Day)

The Art of Observing and Interpreting Behavior to Uncover Insights
Account Management Mastery Program 301
(Half-Day Workshop)

Workshop Description
One of the most used words in marketing nowadays is "insight". It invariably crops up when talking about advertising, consumer behavior and connecting with consumers. Surprisingly, very few people can properly define what an insight is or what it is not. Or even where to find one. This lack of understanding leads to wasted effort and lots of stops and starts. Most importantly, it leads to marketing programs and communication that talk at and not with people. This defeats the whole purpose of using them, which is to find that obscure something that allows the brand to break through the clutter and connect.

In this highly interactive workshop, led by a 30-year veteran of Leo Burnett as well as brands like Unilever, SC Johnson, and Kellogg, participants will learn to clearly define what an insight is (e.g., human behavior) and how to differentiate insights from facts and consumer beliefs. Using a series of simple definitions, practical examples, and exercises, we answer the key questions surrounding insights, and show that they are everywhere, and anyone can find them if they know what they are looking for.

This is the third installment in the ANA's four-part series "Account Management Mastery Program," designed to equip agency professionals with the strategic, creative, and client-facing skills essential for driving growth and delivering standout work. Participants gain hands-on experience in decoding client behavior, inspiring creativity, uncovering insights, and selling bold ideas.

Who is this workshop for?
This workshop is ideal for:

• Account Management
• Media, Digital, and Planning Managers
• Directors

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving the quality of creative solutions, increasing efficiencies, maximizing agency credibility, and improving employee alignment and satisfaction.

This workshop helps attendees improve the quality of creative solutions by teaching them:

• To understand what insights are, and how they differ from facts and accepted consumer beliefs (ACBs)
• To find and properly verbalize powerful insights

This workshop helps attendees to increase efficiency by teaching them:

• To find the most useful insight for good creative work
• How good insights speed up the creative process and reduce re-work

This workshop helps attendees improve agency credibility by teaching them:

• To play a leading role in uncovering powerful insights that can turbocharge positioning and communications programs

This workshop helps attendees improve employee alignment and satisfaction by teaching them:

• To deepen their marketing toolkit by providing a method to uncover, verbalize, and evaluate insights

Download the Full Agenda Here