“Insight” has become quite the marketing buzzword over the past several years. Companies have even reorganized their marketing process around insight. Many Market Research professionals are now Insight Managers. And we couldn’t agree more. Since 1988 we have built our business on uncovering and helping clients leverage target insight into successful marketing strategies and programs.

But, anyone with the responsibility for generating insight knows all too well, true insight is an elusive quarry. Simply declaring it as the goal does not begin to address the challenge of knowing what to look for, where to look for it and how to use it once you’ve found it. Simply calling it an insight doesn’t mean it is an insight. Several years ago clients, aware of our expertise and success in uncovering insights, began to ask if we could help them meet the challenges of becoming more effective, insight driven organizations.

In response, we developed a two day Insight Workshop. In an interactive setting, with hands on exercises, we take participants through an inductive process that progresses through discussion, understanding and application of key elements such as:
• what an insight is (and isn’t)
• the different kinds of insights to be found
• where to look for them
• how to leverage them for maximum impact in the marketplace

In addition, the sponsoring Client has the option to receive our evaluation of the participants to identify those individuals with the strongest grasp of insight and the greatest potential to identify and utilize insights to build the brand.

While this may sound a bit elementary for seasoned marketing and research professionals, the enthusiastic involvement and positive feedback we’ve gotten from participants would indicate they welcomed this opportunity to further develop and hone their insight skills. The marketing and research professionals in your organization might feel the same. And, the sponsoring Clients have been especially appreciative of knowing which of their direct and indirect reports have the “insight gene”.

for more information contact:
Peggy Masterson, President, CEO

Alan Goltz, EVP, Chief Strategy Officer
Barbara Strautman, EVP, COO