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Using Insights to Drive Strategy

Optimise your insights in order to add real value and drive your growth strategy

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Insights can be elusive and even the best ones can get lost when it comes time to do your strategy.  This course will help you harness the essence of the insight, allow you to communicate those insights to the business and provide a framework for applying the insights to your strategy.  

Benefits to you and your company


Who should attend?

This course has been tailored for insights professionals and marketing managers who believe insights is a “need to have” not a “nice to have”.  You would also be expected to have a working knowledge of your organisation’s strategy. It is particularly helpful if you manage or oversee a research budget, insights or strategy team. 

What you’ll learn

  • Make the case for how insights drive the business.
  • Explore research tools and take inventory of your insight generation process.
  • Ways to improve knowledge management.
  • Lead a fact-based, data-to-insights journey.
  • Work through a critical path to problem definition.
  • Ensuring that you get the insight right.
  • Adding strategic value.
  • Telling the strategy story.

Course content


Delivery style


Course director

Cesar Lastra has spent more than 20 years in global, regional and local roles around the world – working both agency and client side - with Y&R, Colgate-Palmolive, The Coca-Cola Company, SABMiller and Drink Works. As a trainer, facilitator and consultant his courses today are driven by a global perspective supported by strategy, insights, capability-building and innovation.

Need to train a team?

All our courses can be delivered in-house to teams of people (5+). call us on +44(0)1628 427250 or enquire to find out more.

Professional Marketing Standards


2 days







14 hours



Member residential:




Member non-residential:


*Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accomodation on residential courses.

Contact us today

or call us on +44(0)1628 427200