From Insights to Impact: Turning Research into Business Action / A Webinar Series
May 20, 21, 22 | 11 a.m. - Noon ET
The most valuable insights don’t just inform, they drive action. Yet, too often, research findings remain “interesting” rather than influential. This three-part interactive workshop is designed for insights professionals who want to elevate their impact within their organizations. Through engaging discussions, case studies, and hands-on exercises, participants will learn how to align research with business objectives, refine research questions for maximum relevance, and communicate insights in a way that compels action.
In Session 1, we’ll explore why insights frequently fail to influence decisions and introduce a four-step framework to ensure research leads to action. Session 2 brings in an executive-level marketing leader and insights stakeholder – Amanda Perry (Ulta Beauty, ConAgra and Nestle) – to provide firsthand perspective on what decision-makers need from insights teams. Finally, in Session 3, we’ll focus on the art of crafting the right research questions – because the right question leads to insights that matter.
Participants will leave this workshop equipped with practical frameworks, refined research questions, and actionable strategies to ensure their insights drive meaningful business decisions. Homework assignments between sessions will reinforce key learnings and prepare attendees to apply these concepts in their own work.
Supplier-Side Attendees: Go beyond delivering data: learn how to co-create research that leads to action, helping you become a trusted strategic partner.
Client-Side Attendees: Learn how to ensure every insights project directly connects to business decisions— walk away with a proven framework to align stakeholders and turn research into business impact.
It Pays to Register Early!
The first 20 people to register will receive at no additional cost Elizabeth’s new book, More Than Just Interesting!
Using direct, actionable recommendations and many real-world examples, More Than Just Interesting shares specific steps to make a business consumer centric with strategies to win market share and succeed in the long term This unique guide for creating winning Insights functions will help Insight team leaders uncover meaningful insights to drive actions based on consumer needs, and in their roles as managers and mentors, develop outstanding Insights professionals.
Can't attend live? Recordings will be provided.
Session 1: Connecting Insights to Action
Objective: Learn why insights often fail to drive action and gain a step-by-step framework to ensure your research leads to real business decisions
Session 2: Business Partner Perspective—How Insights Drive Real Decisions
Objective: Hear directly from an executive-level marketing leader about what makes insights useful and actionable and learn how to better align your work with business needs.
Session 3: Getting to the Right Question—The Key to Insights That Matter
Objective: Master the art of refining and clarifying research questions so that every project you work on delivers insights that directly impact business decisions.
Final Takeaway: Participants will leave with a refined research question that aligns with business impact, ensuring their next insights project drives real action.
Our Presenter
Elizabeth Oates is a 20-year insights veteran who has proven experience building insights functions to drive business impact. She’s created consumer centricity centers of excellence, dramatically grown topline revenue for multi-billion-dollar retailers, driven innovation for products and experiences and redefined the strategic roles of consumer-based functions to maximize impact. Oates serves as a thought-leader for future-proofing the enterprise and the industry, recently penning a book titled “More Than Just Interesting: How to Build an Insights Function for Impact”. She is a two-time Boston Marathon qualifier, ultramarathoner and St. Jude Children’s Research Hospital Hero.