Everything you need to know about consumer insights - in one hour.

The insights are out there
Consumer Insights can be exceptionally powerful tools in the hands of marketers. However, the term has become nearly as abused as ‘positioning’ and ‘strategy’, losing so much of its ability to influence consumer behaviour.

When we implement a marketing strategy, we expect the consumer to respond. We want to see sales. However, if we have no insight into the consumer, the result seldom fits the expectation. That’s why 80% of new product developments fail.

Sid Peimer’s varied background has been the ultimate laboratory for trying to make sense of it all. Although marketing is a poor area for the scientific method, Sid backs up his theory with robust proof from the academic world. There are just some things that consumers can or can’t do, no matter how much sense our offer makes. For instance, While sitting at your desk, lift your right foot off the floor and make clockwise circles. Now, while doing this, draw the number "6" in the air with your right hand. Your foot will change direction. There is nothing you can do about it. Although this is very interesting, can it be an insight? It can, if you know the Insight Secrets.

As space is limited to 75 seats in each venue, booking is essential.

Insight Secrets will be based on the highly successful format used for Pitch Secrets. This is what the audience said:

“This format is brilliant.”
“This is for everyone – not only those in marketing.”
“It just makes so much sense.”
“It’s great to be edutained.”
“We know pitching, but Sid’s session has made an enormous impact to the pitch psyche inside the company.”

All the Insight Secrets in one hour
By 7 pm on the night, you will not only have uncovered a workable and powerful framework for insights in a workshop, but covered all the topics below:

Insights Defined for Commercial Use - Zen – Leverage – Freakonomics – Learning – Operant Response – Memory Decay – Schemas – Consonance – Consumer Problem Solving – Choice and Chance – Decision Making – The Gambler’s Fallacy – Confirmation Bias – Belief Perseverance – The Conjunction Fallacy – Personality – Drive Theories (and their limited use in Motivation) – Romance and Animal Behaviour – Arousal (in a commercial sense) – Subjective Appraisal – A Few Freudian Tits – Some Jung – Advertising Attention – Ehrenberg’s Double Jeopardy - Emotional Filters – The Rules of Reciprocation, Commitment & Consistency, Social Proof, Liking, Directed Deference and Scarcity …

Event Details:
Cape Town: TBC, GSB Breakwater Campus, Portswood Road, Waterfront. Map
Johannesburg: TBC, The Gordon Institute of Business Science, 26 Melville Road, Illovo. Map

Time: Commences promptly at 6.00 pm

How to book:
Two easy steps:

1. Complete the form below
2. Make payment by EFT (regret no credit cards)

The cost is R250 per person (incl VAT)

Payment by direct deposit or electronic transfer into stratplanning.com’s account at FNB Hout Bay (Branch Code 204-009). Account Number 62056911516 with the reference you used in the form above.

Reservations will be cancelled after 12 hours if payment is not received.

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