Information

The most valuable insights don’t just inform, they drive action. Yet, too often, research findings remain “interesting” rather than influential. This three-part interactive workshop is designed for insights professionals who want to elevate their impact within their organizations. Through engaging discussions, case studies, and hands-on exercises, participants will learn how to align research with business objectives, refine research questions for maximum relevance, and communicate insights in a way that compels action.

In Session 1, we’ll explore why insights frequently fail to influence decisions and introduce a four-step framework to ensure research leads to action. Session 2 brings in an executive-level marketing leader who is an insights stakeholder to provide firsthand perspective on what decision-makers need from insights teams. Finally, in Session 3, we’ll focus on the art of crafting the right research questions – because the right question leads to insights that matter.

Participants will leave this workshop equipped with practical frameworks, refined research questions, and actionable strategies to ensure their insights drive meaningful business decisions. Homework assignments between sessions will reinforce key learnings and prepare attendees to apply these concepts in their own work.

Presented By: 

Elizabeth Oates is a 20-year insights veteran who has proven experience building insights functions to drive business impact. She’s created consumer-centricity centers of excellence, dramatically grown top-line revenue for multi-billion-dollar retailers, driven innovation for products and experiences, and redefined the strategic roles of consumer-based functions to maximize impact.  Oates serves as a thought-leader for future-proofing the enterprise and the industry, recently penning a book titled “More Than Just Interesting: How to Build an Insights Function for Impact”.  She is a two-time Boston Marathon qualifier, ultramarathoner, and St. Jude Children’s Research Hospital Hero.

Special Guest Co-Presenter for Session 2: Amanda Perry, marketing leader (Ulta Beauty, Conagra, Nestle & Kraft).