There is much talk these days about big data and drawing insight from analytics but in-depth customer insight requires a combination of skills, with a solid foundation in market research. This course aims to create a mind-set that looks for, generates and recognises insight and then applies that insight for better business decisions. Drawing insight from market information requires a deep understanding of customers’ attitudes and consumer behaviour. This course focuses on information requirements, data collection options and how to ensure required information is available and accessible for business decisions.

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

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Jean Sutton

Jean Sutton has been a member of the CIM Expert Delivery Team for over 20 years. She runs a market research agency -Actionline Research & Training ltd conducts projects for both B2B and consumer research and regularly conducts online surveys. Clients are drawn from public and private sector including government departments, not for profit and global players. Jean is a practitioner who provides advice for companies- small and large- in developing their marketing strategy for home and export markets. She has completed over 150 projects to date. The projects Jean has been involved in have included consumer studies, business to business and professional services projects- including those conducted on behalf of charities and the public sector. Research studies are typically an evaluation of business potential, client satisfaction, diversification or new product development and recommendations regarding marketing strategy.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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