Devoted to how insight is developed, shared and acted on

Share this article :

Other articles you may be interested in:

Commercial thinking

Objectives

Interactive training to enable you to present your proposals and recommendations in commercial terms, to make a compelling case for action based on insight results, and to raise your profile and impact with marketing colleagues, finance and the Board. Learn to talk in £’s not %’s.
  
Target audience
 
Senior researchers, insighters, analysts, marketers and managers with responsibility for presenting insight proposals and recommendations where significant financial and operational decisions may be based on the outcome. This course is equally applicable to those on the client-side or to those working in agencies or consultancies.
 
The course is not for financial wizards! It is specifically for those who are perfectly numerate but who are not confident in undertaking financial and commercial evaluation.
  
Course outline
  • Why it is important to provide a commercial view
  • The elements of a compelling case
  • How to measure the financial impact of different types of decision
  • Simple estimation techniques
  • Identifying the barriers to doing it
  • Overcoming the barriers
  • Sources of information
  • Simple rules and processes
 Learning outcomes
 
Delegates will gain a good understanding of: 
  • What matters to senior executives and their expectations of you
  • How to translate research and analysis results into commercial implications
  • Levels of financial accuracy needed (or not!)
  • Why consultants carry more weight with executives
  • How to talk in commercial terms with confidence  
Course leader
 
The course will be led Steve Wills, co-author of two published reports, “Best Practice in Market Research,” in 2001 and “Customer Insight Management and Communication,” in 2004.
 
He won the Best Paper award for “Insight as a Strategic Asset - The opportunity and the stark reality” at the MRS conference in 2004 and the RFL Communications 2006 Presentation of the Year award for his paper on "Measuring the Value of Insight - It Can and Must Be Done".
 
An engineer by background, Steve was a strategy consultant with PA Consulting before running a market research agency and now Customer Insight Solutions.
 
Price

Open course - £495 plus VAT per person.  In-house courses or special rates for multiple places - please contact us

Location

Open courses typically run in London - Bonhill St - 5 minutes from Old Street / Moorgate / Liverpool St tube stations

Contact us to book your place now
Leave a comment on this article Your Name:
Your Email:
Your Message: