Consumer Insights at the Heart of Successful Innovation

Programme Overview

Too often we see marketing programmes and product innovations fall flat in the marketplace as they do not strike a chord with consumers. Consumers don’t notice or buy into innovation even after companies invest millions of dollars on R&D and marketing. While the messaging clutter is a reality in most categories, the consumer apathy to most innovations is driven by the innovations not being anchored on a powerful consumer insight.

The overall objective of this programme is to help the participants appreciate the power of meaningful consumer insights in driving successful innovation. Through the programme, we would like participants to get inspired by and understand how to glean powerful insights to drive innovation – insights that get consumers to stop, take notice and then change their behaviour.

Contact us:

Wendy Chin
Assistant Director, Business Development and Project Management
E: | T: +65 6592 3009

Date, Day
1 – 2 November 2017 (Wed & Thu)

Time
9:00 am – 5:00 pm

Venue
Four Seasons Hotel Singapore (Tentative)

Programme Fee
S$1,800 (w/o GST)
S$1,926 (w GST)

Discount
15% discount for groups of threes (3)

Fee includes programme materials, refreshments and lunch

PIC Claimable

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Participants will learn how to build design thinking and design to value capabilities within their organisation. Workshops and case studies would inspire participants around how to create a cross functional innovation team, develop rapid prototypes and solutions based on compelling insights and design agile market learning tests early in the innovation cycle to improve the chances of succeeding in the market-place.

The course will be split into seven sections over two days with a good mix of presentations, case studies, group exercises and expert panels.

Mid to senior level executives who specialises in R&D and marketing, as well as consumer and market research areas, should attend the programme.

The programme framework will provide participants with a greater understanding of consumer insights and how it relates to the consumer perception and behaviour.Participants will learn how to build design thinking and design to value capabilities within their organisation. Workshops and case studies would inspire participants around how to create a cross-functional innovation team, develop rapid prototypes and solutions based on compelling insights and design agile market learning tests early in the innovation cycle to improve the chances of succeeding in the market-place.

The course will be split into seven sections over two days with a good mix of presentations, case studies, group exercises and expert panels.

DAY 1

1. Defining Your Consumer Assets

  • Defining the consumer and market landscape
  • Who is your target consumer
  • Getting razor sharp on your proposition
  • Linking your goals and aspirations with your choice of consumer target

DAY 2

5. Design to Delight

  • Bring in key concepts of design thinking and design to value to set up innovation systems in your company
  • Importance of linking innovation to business strategy/model
  • How do design for Disruptive innovation vs. sustaining innovation

Duration – 2 hours
Method – presentation, case studies, group exercises

Duration – 3 hours
Method – presentation, case studies, group exercises

2. What is a Consumer Insight and Why Do We Need One

  • What is an insight and what is NOT an insight
  • Examples of inspiring insights that have transformed businesses

6. The Innovation Ecosystem

  • Innovating on your core proposition – renewing and evolving with new meaningful insights
  • Expanding the frame of reference to drive innovation on new growth vectors

Duration – 1 hour
Method – presentation, case studies, group exercises

Duration – 2 hours
Method – presentation, case studies, group exercises, Expert sessions ( successful start-up)

3. From Information to Insights

  • Introducing a step by step framework for getting to powerful insights from data
  • Insight generation tools and approaches
  • Better-faster insight generation in the digitally connected world
  • Behavior Science – the next frontier of insights

7. The Innovation Toolkit ( Capabilities, Processes and Structure)

  • Core capabilities and mindsets needed
  • Resources and processes
  • Organization structure to enable innovation

Duration – 2 hours
Method – presentation, panel discussions with experts

Duration – 2 hours
Method – presentation, expert session (senior R&D leader), case studies

4. Actioning Insights

  • Translate consumer insight into a powerful concept/idea
  • How to evaluate a concept and improving it
  • Consumers don’t buy technologies – Complicated technical story need to resonate with your consumers & stakeholders

Duration – 2 hours
Method – presentation, case studies

About the Trainer

Mohit Das
ACI Fellow
Marketing Strategy and Insights Leader
Global Vice President, Marketing Effectiveness and Analytics
Kellogg Company

Over his 21 year career in Marketing strategy, insights and analytics, Mohit has worked across leading consumer product companies and also consulted clients in several industries on business strategy and go-to-market execution.

Mohit started his career at Procter & Gamble and held several leadership roles in Asian & USA within P&G’s Beauty & Household Care and Food businesses. Prior to joining Kellogg’s, he joined McKinsey & Co. and helped setup an Innovation Hub in Singapore focused on Asia Consumer Insights. Mohit is a trained facilitator in the “7 Habits of Highly Effective People” and has a passion for bringing in change in the way companies think about and develop new innovation.