Course Description

Master the research to insight to execution journey on this online learning session. These 2 morning sessions will be delivered by Eadaoin McCarthy an expert in developing better research practice and processes by combining a mix of logic & creativity.
Each Session will offer practical tips and resources to make it easier for you to unknot multiple data sources and simplify how to convert information to insight.

Why Now? : How consumers eat, shop, learn, travel, and trust will no longer be the same as it was just months ago.
With Covid 19- We face a new future with new consumer priorities and with new business challenges both unforeseen and unexpected. Keeping track and on top of these shifts has never been more crucial to help brands adapt and repivot growth plans to accommodate the new & next normal.
The opportunity is ripe for Market Insight and Research professionals to take on a more powerful role in guiding businesses and brands to navigate a new market context successfully.

We can help you Champion Change: Research alone is never useful unless it is built with context, rigour and collaboration. Without it, marketing activities can become aimless, irrelevant and drain resources as plans are often founded on unchallenged assumptions, outdated information & unruly processes. A broad understanding of market, consumers and competitive landscape is essential if we are to see our brands, products and services from a valid perspective. Research will help open different windows to consumers’ lives to deepen understanding, better service their needs and ultimately drive business performance.

Learn how to step up, simplify and structure your practice with key principles and frameworks enabling you and your business to maximise impact with clarity and credibility.

 

Course Outline

Morning 1 - Starting the Research Journey

  • Walk through a   simple  framework to guide and structure information gathering
  • Apply  tools  and tips to help deepen and sharpen  your practice
  • Challenge  your own bias and assumptions  with key insightful behaviours, creative thinking  and adopt a  fluid mindset. (This will be fun  based !)

Morning 2- Completing the Research Journey

  • Regroup as a team  and  share your own first hand  experiences of insightful practice and learnings
  • Distil and translate information into actionable insight that is relevant and is understood by your team and stakeholders
  • Review case studies  and  bring to life how research can lead or mislead brand success.

Course Trainers

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Eadaoin McCarthy

Founder of InsightDesigned

Eadaoin McCarthy is a leading expert & thought leader on insight effectiveness & on becoming an insightful hero. She is the Founder of InsightDesigned , an insights to innovation consultancy, advising brands & start up’s on new product and brand development . She enjoys helping her clients use the right information in the right way to provoke the right actions . This is inspired by combining a unique blend of design and drama methods that unleash creative and critical thinking.

Eadaoin has over 25 yrs experience holding senior marketing roles in Kerry Taste and Nutrition and across amazing leading Irish and Global food brands such as Kellogg’s, Donegal Catch, Goodfella’s, Bewley’s & Denny . She has collaborated with Educational and Government advisory councils in building foresight in the Food/Agri-Food. An avid insights enthusiast , she has delivered multiple Key Notes promoting the vital role that insight commands in rooting growth where actionable insights has the power to lead change and drive competitive advantage.

She holds a Bachelors Degree in Business & Law from University College Dublin, a Masters in Marketing Science from Michael Smurfit School of Business. She also has a Teaching Diploma in Drama Communications from Griffith College, Dublin. Originally from Limerick she enjoys splitting her work and passions between Dublin and Clare.

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.