Digging for Customer Insights | Workshop

At the foundation of every successful advertising campaign is a consumer insight — an emotional expression of an unmet need or want that’s not obvious but prompts an “aha!” when identified. While marketing strategists often spend a great deal of time developing crystal-clear consumer insights, those insights are sometimes lost when translated into messaging. This workshop teaches how to maintain a strong connection between the two by using message development and evaluation tools. We’ll also look at how some companies are selecting the best messaging that resonates most strongly with their intended target.

Group Size

  • Up to 10 for workshop plus individual coaching; Up to 30 for workshop only


  • One half day of instruction

  • One half day of practice and coaching

What You Will Learn

  • The importance of using consumer insights to drive the strategy and the work

  • The valuable connection between target, product and insights

  • What strong insights are and how they are derived and/or gleaned

  • Tools you can use to generate and evaluate consumer insights you develop

  • How “aha!” insights are discovered and articulated in strategy work, creative briefs, and creative work 

Workshop Structure

  • This full-day interactive training, provides an attention-holding balance of lecture, collaborative work, individual exercises and continuous interactivity, ensuring participants walk away energized and with tools and templates they can immediately apply to their day-to-day

Want To Learn More / Purchase This Workshop?

  • If you’re interested in purchasing this workshop for your agency, please complete this request form and someone from the 4A’s Learning & Development Team will schedule an intro call to discuss your needs and confirm pricing

Note about pricing: No out-of-pocket expenses (such as meals, travel, hotel, printed materials, facility space if required, etc.) are included in the workshop fee. Those costs will be billed by the facilitator to agency separately

About Noetic Consultants


Noetic Consultants is a marketing consultancy offering brand strategy, research, training and facilitation services to senior leaders and their teams. We provide fresh perspectives and intelligent thinking to help you achieve your goals. We are distinct in our approach because we are culturally aware of and adaptable to your organization. We are highly adept at creating clarity where it is lacking, and act as a catalyst for your team to realize important results.