From Insights To Innovation
This event is over.
The agenda for this session includes:
Program overview
- Management introduction
- Course objectives
- Participant introduction
Customer Insight Definition
- Quiz
- Insight definition
- Insight classification
- Application to new product, services, marketing communications
- Customer insight filter introduction
Customer Insight Application
- Examples
- Products
- Services
- Marketing Communications
Key documents for Success
- Behavioral objectives
- Communication Strategy
- Creative-agency brief
- Creative brief "scorecard"
Insight Application to "Ideas"
- Taget audience media absorption
- Strategic Triangle and Insights
- Insight classifications portrayed in creative ideas
Insights discovery process
- Client market research participation
- Client insights
Insight application and confirmation
Ongoing plan for mining winning customer insights
- Model
- Filter application
- Litmus test and planning tool
Winning Customer Insights
- Insight mining plan