Gartner Research

Ignition Guide to Running a Marcomm Insight Generation Workshop

Published: 08 February 2016

ID: G00340805

Analyst(s): Marketing Research Team


An effective insight generation workshop can unearth insights for creating an impactful marcomm campaign. This guide will help marketing leaders scope, design and facilitate such a workshop.

Table Of Contents



Step 1 of 5: Plan Your Marcomm Insight Generation Workshop

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls and Keys to Success

Step 2 of 5: Scope the Workshop


How to Set Up for Success

Step 3 of 5: Prepare for the Insight Generation Workshop


How to Set Up for Success

Step 4 of 5: Run the Insight Generation Workshop


How to Set Up for Success

Step 5 of 5: Monitor the Success of the Workshop

Review Your Performance

Keys to Continued Success

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