From Insights to Great Messaging (Half Day)

Insights provide a portal into our customer’s subconscious. Specifically, real and impactful Customer Insights can dramatically improve your chances for successful Marketing Communications. Importantly, Insights go beyond the quantitative research equally available to our competitors and the often superficial findings of qualitative research. Currently, our Brands compete in an “age of sameness”. Insights help differentiate them from commoditized products into sustainable Brands.

However, Insights are often poorly understood, inaccurately identified, and frequently confused with Customer Needs, Requirements, Commonly Accepted Beliefs, and/or Facts. In fact, “faux” Insights are far more evident in Marketing Plans than actual Customer Insights. Thus the lack of Impactful Messaging and real innovation in products, services, and customer communications.

Program participants learn a clear, direct Insight definition, how to differentiate real from “faux” insights, how Insights are discovered through a detailed understanding of our Target Audience, how creative “Ideas” are based on Insights, how to assess, comment, and coach creative work to reinforce unique Consumer Insights.

This highly engaging and interactive workshop focuses on your unique marketing issues. Participants leave with actionable concepts they can immediately apply to real-time Marketing situations.

This workshop is an excerpt of the ANA Full Day workshop “From Insights to a Great Marketing Mix.”


Who is this course for?

Workshop is for marketers involved in brand management and building, marketing communications, and product/service innovation. It is appropriate for all Marketing levels.   Particular priority should be placed on marketers charged with leading Marketing Communications, where Insights play a critical role.  Importantly, this course is ideal for those being considered for rotation into a Marketing role and/or those who work extensively with Marketing, eg. Market Research, Field Sales, Public Relations, etc.


Workshop Benefits

As a result of this workshop, participants will be better able to:

Increase Marketing Effectiveness by:

  • Going beyond data/information to discover actual Customer Insights
  • Ensuring Insights are truly Insights versus merely data points, needs, and/or wants
  • Understanding Insights’ impact on the entire Marketing Mix

Increase Marketing Efficiency by:

  • Understanding the critical role that a detailed Target Audience description plays in Insight discovery
  • Using Insights to guide Marketing Communications and Communication processes
  • Assessing, Commenting, and Coaching the Creative Development Process to speed development

Improve Marketing Return On Investment by:

  • Maximizing the Creative Briefing Process with “tight” Briefs containing real Insights
  • Applying the “Idea” Process, based on Insights, to shorten the Creative Cycle Time


Download the full agenda here



Roderick M. McNealy

Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod’s 38-year career has focused on marketing and advertising, and he worked in a variety of marketing leadership roles at Johnson & Johnson for 31 of those years. Rod has conducted management training and formulated implementation strategies for companies located in the United States, Europe, and Asia. He has consulted with healthcare, public and private sector organizations, and the U.S. Navy. 

Rod is a member of the ANA Faculty and is an in-demand speaker. He conducts marketing and advertising courses at Princeton University, the Yale School of Management, and Mount Holyoke College. He is the author of two books: Making Quality Happen and Making Customer Satisfaction Happen. Rod is a Princeton University graduate, with a Bachelor’s degree in American History. He received his M.B.A. from the Harvard University Graduate School of Business Administration.