This online workshop will dive into the type of Consumer Insights that clients are paying premium fees to access. In our most recent research with clients, we heard them loud and clear: smaller agencies are not going deep enough with their consumer insights - and the large agencies have become too conceptual (and not pragmatic enough) with their take on consumers. There are two questions you must answer in your client and new business presentations: What is the purchase behavior of the target audience? And, how will you influence this purchase behavior?

Within this workshop, we will first challenge you on your definition of an insight, pushing you further than you're likely operating. How do clients currently define insights? Do you have a real insight… or just an observation or data point? Has your work been living up to their expectations?

We will then dive into guerilla research methodologies, including the practice of Ethnography. Deep research does not require deep pockets. Good research requires a simple but profound approach to uncovering the emotional drivers behind consumer behavior. Once you understand the root cause of behavior, you can then influence it.

Finally, we'll have a look at how to test your insight. Is it new enough? Is it robust enough? Are you telling the client something they don't already know?

You will leave this session with steps that you can immediately take to improve the quality of your consumer insights, which will then lead to selling more work and selling better work.