Embedding insight into your business

Course Overview

Embedding insight into your business

These practical workshops will show you how to get the most from market research and put data and insight to good use in your business. We’ll take a look at how to measure the effectiveness of your advertising campaigns and conducting advertising research to understand what makes your audience tick, how to use audience and customer insight to see through the eyes of those using your brand, product or service and the importance of tracking your brand’s health.

Session 1 Campaign effectiveness and advertising research

10 – 11:30 am
Looking at how to understand the effectiveness of your advertising, understanding ROI when it comes to advertising and improve your creative execution using research.

Audience and customer research

1 – 2:30 pm
Learn how to get closer to your audience to make more informed, customer centric decisions and explore how various parts of your organisation can benefit from audience research, from marketing and communications to NPD.

Tracking your brand health

3:30 – 5:00 pm
Developing knowledge of how to create a brand tracker fit for your organisation, and how it can help your organisation, from monitoring awareness, to perceptions and how this all compares to competitors.

Course Content

1. Campaign effectiveness and advertising research

Advertising is all around us, and undergoing a huge evolution, from personalised advertising to programmatic and the rise of digital, advertisers have never had so much opportunity. But, how to we measure the impact of campaigns on target audiences and make sure we’re getting the most from our campaigns using research?

We will cover:

• Why do we advertise, and how do we decide if a campaign has had the desired impact?
• Core campaign effectiveness methodologies – how do they work, what do you get and what should you consider? How to decide which method is right for you!
• Pre creative testing – put your creatives to the test
• Some real-life examples of advertising research

2. Audience and customer research

This workshop will explore how to use insight to truly get to know your current and potential customers. From their needs and motivations to their perceptions of your product and likelihood to engage with your brand.

We will cover:

• We will explore some key research solutions every marketer should know
• From segmentation and profiling to usage & attitudes studies.
• Putting insight into action?
• We’ll talk about how these solutions can be translated from data to insight and discuss considerations when embedding research within your organisation.

3. Tracking your brand health

How healthy is my brand? Some things can’t be measured through sales, website clicks or other internal data. When it comes to how people feel about your brand, or awareness in the market, sometimes good old fashioned brand tracking is what you need.

We will cover:

• We’ll discuss what brand health metrics you should be tracking and how to get the most from brand tracking.
• From dashboarding to competitor analysis, brand tracking isn’t just about collecting the data but how you use it.
• Every brand is bespoke, so we’ll discuss the considerations you should be thinking about to make brand tracking fit with your organisation and get the most from monitoring your brand health overtime.