Discovering and Testing the Key Consumer Insight 

offered by New York University

This course will cover the process and tools used to determine deep consumer insights and how marketers decide on the most appropriate insights for a marketing campaign

Students will examine case studies of how consumer insight is leveraged in organizations for strategic decision-making for ad campaigns

They will determine the target audience for brand and portfolio positioning, segmentation, and business strategy for competitive context

This course will examine ways to approach research to generate the foundational insight about the target consumer, the psychological/motivational construct that will be the foundation of a campaign, and how it will connect with consumer desires/needs and feelings

There are 7 live remote 60-minute sessions, students must attend 4 of the 7 sessions this course's live sessions will be held on Thursdays from 7 - 8 PM