Data To Insight (In-Person)
Data to Insight
8 May 2024

09:00-17:00 BST | In-person

6-7-8 August 2024

09:45-11:30 BST | Virtual

3-4-5 December 2024

13:45-15:30 GMT | Virtual


Workshop overview

Fact based decisions are at the heart of building great plans and proposals. Although we have seen an enormous growth in data available, many individuals and businesses continue to struggle turning this wealth of data into meaningful insights and plans.

This workshop will give you the tools, techniques and processes to ensure you go beyond sharing data and observations, to unlocking actionable insights.

For all those individuals looking to drive real change through actionable insight, a key skill especially for those in category and insight roles.

Learning outcomes

Have a clear understanding of what is and therefore what isn’t an actionable insight.

Know how to use the IGD insight funnel to streamline and speed up your process of discovery.

You’ll have gained a new set of tools to help manage complex scenarios and get to the route cause of a situation.

Feel confident that there is rigor in your analysis and you have unlocked the insight.

Who's it for?

For all those individuals looking to drive real change through actionable insight, a key skill especially for those looking to build their capability in category management and insight roles.

A perfect next step if you have recently completed our Successful Category Management workshop.

Simon is an incredible tutor, and very knowledgeable. It was clear that all attendees got a lot out of the session.

I enjoyed how involved I felt - it was not just a tutor talking at me. The break out groups were great.

A clear step by step process on how to gain valuable insight from data.


This is a one day in-person workshop at the IGD office.

Definition of insight and foresight

Introducing tools to assist in getting to the route cause of complex situations

Using the IGD Insight funnel to unlock insights

Introducing the IGD insight statement, to check the validity of your insight

Asking the right business questions to make positive business decisions

Putting rigour in your analysis

Understanding the different types and sources of data and their strengths and weaknesses

How best to share the insight with internal and external partners

How to synthesis the data into meaningful observations


IGD, Grange Lane, Letchmore Heath, Watford, Hertfordshire WD25 8GD, UK

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield