Enroll Course: https://www.udemy.com/course/the-new-7-step-process-for-developing-actionable-insights/
In the fast-paced world of marketing and research, the ability to translate raw data into actionable insights is the holy grail. Many brands struggle to achieve consistent, profitable growth because they lack this crucial skill. Enter Denyse Drummond-Dunn’s “Insight Development Masterclass for Marketers & Researchers” on Udemy – a comprehensive program designed to equip you with a proven methodology for developing insights that drive real business results.
**Why Insights Matter (More Than You Think)**
Drummond-Dunn emphasizes a compelling truth: brands built on customer insights are fundamentally stronger and more engaging. Citing statistics that highlight the significant growth and profitability of customer-centric companies, the course makes a powerful case for putting the customer at the heart of every business decision. As the saying goes, “Insight without action is a daydream. Action without insight is a nightmare.” This masterclass aims to help you avoid both extremes.
**The CATSIGHT Methodology: A Proven Framework**
At the core of this course is Drummond-Dunn’s proprietary “CATSIGHT” methodology, a 7-step process refined over a decade and even referenced in the book “Winning Customer Centricity.” This approach prioritizes analyzing existing information before commissioning new research, thereby maximizing ROI, reducing unnecessary expenditure, and ensuring insights are genuinely actionable. The course provides a real-world example of a food and beverage multinational that significantly cut research costs and improved insight quality by implementing CATSIGHT.
**What You’ll Learn**
The masterclass covers a wide array of essential topics, guiding you through the entire insight development journey:
* **Defining Insights:** Understanding precisely what an insight is and why its actionability is paramount.
* **The 7-Step Process:** A detailed walkthrough of Drummond-Dunn’s unique method for developing insights.
* **Category & Target Audience Identification:** Learning to accurately define your competitive space and select the most profitable customer segments.
* **Customer-Centric Objectives:** Translating business goals into customer-focused aims that resonate in the marketplace.
* **Deep Customer Understanding:** Techniques for truly walking in your customers’ shoes, even without leaving your desk.
* **Leveraging Existing Information:** Discovering how to tap into your organization’s internal data before investing in external research.
* **The Role of Emotion:** Understanding how to incorporate emotional elements into insights to drive behavioral change.
* **Insights in Action:** Exploring case studies that showcase successful insight implementation in advertising and brand communications.
**Learning by Doing**
Drummond-Dunn champions a “learning by doing” philosophy. The course is packed with real-life examples, and each module concludes with practical exercises designed to reinforce learning and encourage immediate application.
**Instructor Expertise**
Denyse Drummond-Dunn brings over 30 years of global experience from senior executive roles at companies like Nestlé and Gillette. Now a full-time coach and trainer, she combines creativity, technical expertise, and cultural sensitivity to help businesses achieve growth through customer understanding. Her background, including degrees from IMD and LBS, adds significant credibility to her teachings.
**Recommendation**
For marketers, market researchers, brand managers, business owners, and entrepreneurs looking to build stronger, more profitable brands, this masterclass is an invaluable investment. It demystifies the process of insight development, provides a robust framework, and empowers participants to make data-driven decisions that genuinely connect with customers. The 30-day money-back guarantee on Udemy makes it a risk-free opportunity to elevate your strategic capabilities.
**Verdict:** Highly recommended for anyone serious about building customer-centric brands that achieve sustainable growth.
Enroll Course: https://www.udemy.com/course/the-new-7-step-process-for-developing-actionable-insights/