Discovering and Testing the Key Consumer Insight

Nowadays, marketers have a lot of data, information, findings and observations about their customers and target audience.  Synthesizing all that information into insights, and then deciding on the single most powerful and motivating insight is critical to marketing success.  This course will cover the process and tools used to determine deep consumer insights and how marketers decide on the most appropriate insights for a marketing campaign. Students will examine case studies of how consumer insight is leveraged in organizations for strategic decision making for ad campaigns. They will determine the target audience for the purpose of brand and portfolio positioning, segmentation and business strategy for competitive context.  This course will examine ways to approach research to generate the foundational insight about the target consumer, and the psychological/motivational construct that will be the foundation of a campaign and how it will connect with consumer desires/needs and feelings.

More details

You'll Walk Away with

  • The ability to highlight the key consumer and cultural trends for a target audience
  • The ability to identify the foundational insights about the target audience
  • The ability to evaluate and assess a segmentation scheme to determine the primary target audience(s)
  • The ability to develop and bring to life an audience profile
  • The ability to create a robust consumer journey for a target audience

1 section

  • Spring 2023

    • Section

      001
    • Semester

      Spring 2023
    • Date

      Mar 6 - Apr 23
    • Day

      Self-Paced
    • Time

      Self-Paced
      • Online
    • Format

      Online
      • Online
    • Sessions

      N/A
    • Faculty

      TBA
    • Location

      Self-Paced
Toggle

    • Section

      2
    • Semester

      Fall 2022
    • Date

      Oct 27 - Dec 15
    • Day

      Thursday
    • Time

      7:00PM-8:00PM
      • Online
    • Format

      Online
      • Online
    • Sessions

      7
    • Faculty

      Smith, Andy
    • Location

      Instructor Led
    Tuition $2000