Programme Deliverables

Programme Design 
The programme is designed to introduce the stages involved in generating and leveraging insights.  Each stage in the insight process involves specific data and analysis methods.  Breakout sessions allow the participants to put into practice each stage in the framework.  They will choose a company-specific issue or challenge as the focus of their application, such as to better understand issues such as customers’ needs or behaviors, a recent change in a competitor’s strategy or shifts in marketplace dynamics.  The domain should be a topic or issue or challenge with which the organization is currently grappling so that the workshop outputs have immediate decision and action relevance. Then each breakout group will develop a rich set of insights specific to the challenge. 

Programme Content
The programme details the insight process framework—the stages involved in generating and leveraging insights:
  • Identify the opportunities where insight work will make an impact;
  • Determine the business and insight purposes;
  • Specify the relevant change domain;
  • Execute the analysis steps (data, indicators, inferences, etc.);
  • Craft tentative (change) insights;
  • Vet and confirm the insights;
  • Identify implications (e.g. strategy, decisions, assumptions, etc.);
  • Communicate insights and implications;
  • Influence others through engagement and dialogue
In each stage, the Programme will emphasize how to manage:
1) the core analysis tasks (e.g. drawing and assessing inferences);
2) the appropriate analysis methods (e.g. alternative ways to refute a suggested insight);
3) the organization culture context (e.g. decision maker assumptions and biases); and
4) organizational practices (e.g. presentation and influence protocols).

Many common errors in developing, testing, and leveraging insights and how to avoid them will also be highlighted.

Programme Outcomes:
The core programme outcome is that participants will have generated a set of relevant strategic insights.  At the conclusion of the programme, the participants will understand:
  • the key attributes of a genuine insight,
  • what makes an insight valuable,
  • how insight differs from data, information and analysis,
  • the key analysis stages in shaping insights,
  • how analysis tools and techniques can be used to generate insight, and
  • the classic errors that typify insight development and how to avoid them. 
In addition, the participants will be able to manage each stage in the insight process, ask the questions that propel analysis toward insights, handle the multiple forms of bias that afflict insight creation, and shape and present insights so that they are meaningful to decision makers.

At the end of this course, participants will be able to differentially manage each stage in the Insight Process. They will conduct analysis to get to quality insights faster and better, and they will anticipate and manage the people issues involved in the Insight Process.
They will know to ask the questions that ignite the analysis process toward insights, and will be able to shape and present insights so that they are meaningful to decision-makers and others.
They will also gain the ability to use insights to challenge and refine other analysis outputs (e.g., assumptions) and to better develop key strategy inputs (e.g., opportunities, risks).