Welcome to Virtual Academy On-Demand
This on-demand training offers you access to six-hours of content, split into three sessions so that you can learn at your own pace and convenience. You'll also be able to download resources, see the trainer's contact information and earn a certificate. It's time for you to level up.
What's it about
Consumers have gained increased power with digital disruption being the catalyst of people empowerment. Because of the shift from shareholder to stakeholder capitalism, the rise of the experience economy and the global pandemic, consumers have only gained more 'power'.
A shift is needed from marketing to consumers, to mattering to people. From brand centric, to consumer centric.
What you will learn
In this workshop, you will learn about the 3 gaps between consumers and brands that need to be closed ('empathy gap', 'relevance gap' and 'experience gap') and what the steps are you can to take to make it happen.
After the workshop the attendees will be able to craft a plan that will help them to increase the influence and impact of the insights function on the business and create an eco-system of research tools that will help to install consumer centricity.
Who should attend
Insights Director at the agency side,
Suggested level of expertise
You should be familiar with the basic concepts in marketing and research. It helps if you have worked at the client side or with internal stakeholders of your clients.
What's on the menu for you
Session #1: EMPATHY – How to build consumer empathy and bring consumers into the HEARTS of employees.
Session #2: RELEVANCE – How to listen to and collaborate with consumers (QL + QT) to inspire the MINDS of employees with intelligence, insights, foresights and outsights.
Session #3: EXPERIENCE – How to enable constant feedback on ACTIONS taken (tracking research & installing constant feedback loops).
Meet Your Trainer
Tom De RuyckESOMAR Council Member, Managing Partner and Head of Insight Activation at InSites Consulting
With 100 talks per year, Tom De Ruyck’s keynotes have inspired marketing and research professionals across the globe to future-proof their way of working. He has spoken in 45 countries and on 6 continents at major business, marketing, technology and consumer insights events. Next to being Managing Partner at InSites Consulting, Tom is a teaching Professor at different business schools in Europe.
He is co-author of 'The Consumer Consulting Board' and published over 80 white papers, articles in academic journals, business books and trade magazines. Tom was awarded for his work many times, amongst others by the American Marketing Association, ESOMAR and the CMO Council USA and Asia. He was elected to ESOMAR Council for the 2021-2022 mandate.