Insight is the key foundation to any long-term strategic growth plan being developed and embedded in an organisation, it’s also the essential tool that enables the customer or consumer to be at the heart of any marketing orientated organisation.

This hands on course will empower you to lead a review and step change the role insight is playing in your organisation by conducting “hands-on” individual assessment to ensure that the correct data and research is being conducted, mined to extract insight to gain competitive advantage and that the findings are utilised in day to day strategic decision making and in long term growth strategy.

Who should attend?

This course is for marketing or insight professionals that are responsible for ensuring that insight is at the heart or those that wanting to drive an organisation to be insight led. It will provide with the tools and techniques to review and plan the role insights could and should play in the strategic planning process

Learning outcomes

• Overview of the Strategic Planning Process and role of insights could and should play
• How to apply insights throughout the strategic planning process
• Audit of how insights is/isn’t currently driving the business
• Review existing and new research methodology and data collection
• Look at ways to improve your knowledge management within your own data collection platforms
• Lead a fact-based discovery of the customer/consumer journey
• Look at Mining data to extract insights
• How to present an insight statement
• How to embed findings in your organisation and with individuals
• How to embed insight within the strategic planning process
• Consumer/Customer pains and gains
• Understanding Segmentation, Targeting and Positioning
• Using data and insights to measure performance against strategic choices and plans
• Telling the Strategy Story

Course Dates

Start Date Days Location
29 Oct 2019 2 London
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01 Apr 2020 2 Cookham
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Course Director

Abigail Dixon

Abigail is a chartered marketer, fellow and course director at the cim and founder and director of Labyrinth Marketing, a strategic and capability marketing consultancy .She has over 20 years’ experience in developing long-term strategic plans to step change organisations or brands growth and has worked on many Household brands across multiple markets and sectors both client’s side and as a consultant and trainer. Her approach is to empower you to deliver an insight based strategic planning process with your organisation and cross-functional teams to deliver commercial success in market. She will ensure that she shares her own personal experiences as well as fellow delegates to stretch your thinking and best practice and that you leave driven to harness the power true insight can provide.


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

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