A fresh and detailed understanding and interpretation of customer and market data will provide the support needed to develop business strategy.

Customer insight is essential for successful NPD, market positioning, market development and competitive strategy. By understanding the type of information needed, how it can be collected and how then to use it, the organisation can develop a customer focused marketing strategy.

Who should attend?

As a marketing practitioner do you sometimes wonder how to make sense of the masses of information available nowadays online and how best to relate it to your organisation? Are you expected to take the findings of market research that has been conducted and translate them into meaningful action? This course will help you appreciate how a deeper insight will yield better business decisions. By learning to use a variety of tools as data collection options, you will understand new ways to contribute ideas on new product development, brand identity and/or business expansion.

Learning outcomes

  • Understand the meaning of insight and develop an interpretation relevant to your own organisation.
  • Learn to draw on a wide variety of sources of information to create insight.
  • Review existing information available internally and externally.
  • Understand customer needs, monitor customer satisfaction, measure company performance.
  • Plan a market survey and select appropriate methodologies.
  • Use the customer database to develop insight.
  • Analyse qualitative and quantitative research.
  • Use market information as part of the planning process.
  • Develop a more creative approach to collecting and interpreting customer data.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Residential: £1,250
Non-Residential: £1,160
Member Residential: £1,125
Member Non-Residential: £1,044
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
15 Nov 2018 16 Nov 2018 Moor Hall

Course Director

Jean Sutton

Jean has been a member of the CIM Expert Delivery Team for almost 20 years and runs qualifications and tailored courses both open and company specific. Clients for those courses have included 3M, Microsoft, Nissan and Coca Cola as well as Oxford University Press and City and Guilds.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.