APG Training | Critical Insight Skills

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Critical Insight Skills: Developing strategic insights and getting to the heart of your target audience

A Practical Skills-Based Training Programme for Planners and Strategists

This course has been developed and primarily funded by the APG to train a new generation of planners and strategists in the skills they need to understand target audiences and develop people-based strategic insights.

Because it is underwritten by the APG to develop the skills of the community at large, it will be priced at less than half our regular training courses.

This is a brand new APG course developed with The Nursery Research & Planning, to encourage planners and strategists to get out of the ‘bubble’ and directly engage with their target audiences so that they can root their strategic thinking in the real world of real people.

Course Description

Who is it aimed at?

Younger planners and strategists working in agencies with up to 3 or 4 years’ experience who, through no fault of their own, spend too much time in front of a screen and not enough time drawing on real people for strategic inspiration and insight.

What will you learn?

It’s designed to instill a series of skills and behaviours including interviewing, moderating, and analyzing qualitative data and applying knowledge and insight to crack planning problems.

It will encompass digital approaches but will be mostly oriented to real life. We’ll encourage the delegates to experiment with and seek out-of-bubble understanding of target audiences, including hard-to-reach audiences. They will then be shown how to link that depth of understanding to developing insights and feeding through to strategy and briefs.

It will consist of 5 modules of around 3 hours each, over a period of 8 weeks. Each module will tackle a different skill or approach. Delegates will also be a briefed on a project that they will present for comment at the end of the course.

Each session will have a Cheat Sheet detailing the main points and actions.

Each module will be led by senior experts at The Nursery Research & Planning who are excellent practitioners in every aspect of interviewing and interpretation, with the assistance of very senior planners and strategists in agencies and client companies.

These include Lucy Banister and Sophie Marder at The Nursery Research & Planning, Hugh de Winton of Adam and Eve DDB, Eloise Liley of Publicis, and Kate Waters and Tom Patterson from ITV.

Course Information

When is it?

Module 1: Tuesday 17th September 2019

Module 2: Tuesday 1st October 2019

Module 3: Tuesday 15th October 2019

Module 4: Tuesday 29th October 2019

Module 5: Thursday 14th November 2019

Where is it?

Modules 1, 2, 4 & 5 will take place at: TBC

Module 3 will take place at: Spectrum, 25 Gloucester Place, London, W1U8HT

What are the hours?

It will consist of 5 modules of around 3 hours each, over a period of 8 weeks.

Timings for these sessions will take place 3pm til 6pm

*Module 3 will run from 4pm til 8pm

What is the Cost?

Cost: £300+vat per delegate. (Actual cost to APG: £800 per delegate). The APG is underwriting most of the cost of this course because we believe strongly in the importance of training a new generation of planners and strategists in critical understanding and insight skills.

Course Content

Module 1: Critical Interviewing Skills

An interactive teaching session with skilled researchers and moderators including interviewing best practice, drawing people out effectively, case histories and initial guidance on crafting insights. There will also be a briefing on the effective use of qualitative on-line tools. The session will include an opportunity to have a go at putting into practice what has been learned.

Module 2: Critical Insights and how to generate them

A whole session geared to a deeper understanding of audiences, and uncovering and crafting actionable insight. It will encompass case history examples of how insights were generated in qual research, from top qual researchers, and examples of how planners take these findings and develop insights for use directly in strategic development and briefs.

A project will be set to teach and encourage understanding of particular hard to reach audiences leading to short videos and presentations.

Module 3: Critical Moderating Skills

This will take place in a viewing facility and is designed to teach professional group moderation by example. Researchers from The Nursery Research & Planning will run the groups and use them as a teaching aid, demonstrating principles and getting feedback and ideas from the delegates and demonstrating what happens in group dynamics and how to get the best out of respondents.

All the delegates will then have a go at running a group discussion and get feedback on their methods and approach.

Module 4: Critical Understanding of Harder to Reach Target Audiences

This is based on case histories about specific audiences or groups. It’s designed to show by example how really good target audience thinking leads to effective strategy and excellent work. Run by Strategy leaders and based in part on winning cases from the APG Creative Strategy Awards

Module 5: Project Debrief and Critical Further Insight

Delegate videos and insight presentations are reviewed with a debrief of the work, offering critiques, guidance and tips.

Before you purchase your ticket please call the APG at 0208 858 0707 or email alison@apg.org.uk to ensure you're eligible to take part.

*these tickets are non-refundable


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