STEP 1.3 IN CREATING YOUR GREAT MARKETING PLAN...
Generating Insights
How to turn FACTS into INSIGHTS, to fill out your marketing plan!
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Where this fits in the Marketing Planning process
This is part of the analysis phase, so you fully understand your market and your customers

You need a process and framework to turn OBSERVATIONS and FACTS into useable INSIGHTS that inform your marketing plan
What you get
The insight generation process, the "Central Question Framework" - everything you need to turn your market information into INSIGHTS for your marketing plan, to move you to the next step of writing the plan!
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This Is What You Are Getting
  •  Definitions of "Facts", "Observations" vs. "Insights"
  • ​Insight Generation Process
  • ​The Central Question Framework
  • Tips to develop good insights
  • ​How to craft insights
  • ​The 4R principles for good insights
  • ​Working session to produce results
  • ​Generating insights checklist
  • ​Learning log - summarize what you know
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