Data To Insight (Virtual)
Data to Insight
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.

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Testimonials from recent participants

I really enjoyed the course - the length spread across 3 days worked really well.

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

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

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


This virtual workshop will be delivered across three bite-sized sprints.

Day 1
Duration: 2 hours
Insight and data

Often observations are confused with insight. Have a clear understanding of what is an insight and foresight and what isn’t.

Introduction of the insight funnel, a process to assist you in uncovering the insights.

What data is available? Have an understanding of the types of date and information available to get a full view of the situation. The strengths of the different data sources and how they support us to get to the insight.

Have an understanding of shopper and consumer behaviour and therefore how it influences performance.

Day 2
Duration: 2 hours
Getting to the root cause

bullet pointWhat should we look for in the data? How we can synthesis the data available to understand the current situation.

bullet pointUnderstand and be able to use the tools available to help us scrutinise our observations to unlock the root cause of what we are seeing.

Day 3
Duration: 2 hours
Unlocking the insight

Delegates will get to identify the implications in their observations and build them into an insight statement.

Using hypothesis to fill your information gaps.

Understand the importance of robustness and rigor in developing our insight and how to check it is robust.

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