Uncovering insights creating ideas - Batch 3

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Course Instructor Amit Kumar

₹5000.00

Course Overview

The course was originally developed for professionals in the branding & advertising world. For them to better understand insights to develop brand strategies. Its success lead to the course being taken to MICA (Mudra Institute of Communication, Ahmedabad) where it became a highly popular program

The unique nature of the course (it’s not taught in any MBA school) meant it had to be given a name of its own – DCCaB (Decoding, consumers, categories & brands). 10 years later it continues to be taught at MICA.

This program would help:

-Students of marketing to get a competitive edge

- Advertising professionals to develop more insightful ideas & briefs

- Research professionals to understand and uncover deeper consumer insights

- Brand managers & brand owners to shape their brands on more powerful insights

Course Curriculum

1 Subject

Uncovering insights creating ideas

40 Learning Materials

The problem with insights

Do you have a definition?

Video
00:02:44

We are mostly guessing what an insight is!

Video
00:01:20

Consumer learnings that are not insights

Don't confuse the problem definition with the insight!

Video
00:03:59

Insight vs problem

The child and the milk problem

Video
00:04:23

Superheroes & powerlessness

Video
00:05:07

Repositioning milk with the insight

Video
00:01:32

The power of powerlessness

Video
00:03:13

The lock & the key

Video
00:01:04

A simpler word for insight

Video
00:02:06

System 1 vs system 2

Why insights are harder to get

Video
00:03:00

The superfast system 1

Video
00:03:51

The powerful subconscious

Video
00:04:11

The role of the rational system 2

Video
00:03:00

Constructed meanings

Red rose, marigold, chocolates...

Video
00:05:02

Is that food or a pet?

Video
00:02:30

Wearing clothes is also a constructed concept

Video
00:02:36

Even body parts

Video
00:04:01

The gods of cricket & football

Video
00:01:16

They are all around us!

Video
00:03:58

Creating symbolic meanings

Video
00:02:50

Identity & inadequacies

One person, so many identities!

Video
00:03:57

Identity, ideals, inadequacies & insights

Video
00:06:25

Consumption & inadequacy - the connection

Video
00:04:28

Connecting the pieces together

Video
00:02:44

Constructed meanings & inadequacies

Session 2

Video
01:40:58

The boys' gang

Friendships and masculinity

Video
00:05:22

Same insight - different categories

Video
00:05:03

Conflicts

From inadequacies to conflicts

Video
00:03:56

I vs We

Video
00:03:11

Understanding life insights

Session 3

Video
01:47:21

Understanding conflicts as insights

Session 4

Video
01:55:12

Real Listening

Session 5

Video
00:51:09

Cultural change & insights

Cultural change & insights

Video
00:04:26

Changing meaning of success

Video
00:02:49

New culture - new categories

Video
00:06:19

The changing woman

Video
00:02:02

Culture change & challenger brands

Video
00:01:24

Old brands riding the waves of change

Video
00:04:31

Session 6

Session 6

Video
01:46:41

Session 7

Insights to ideas

Video
02:08:23

Course Instructor

Amit combines his over 3 decades of professional experience as an advertising & branding professional with 2 decades of teaching – students & working professionals. His training program is based on real life work experience, which is why most of his students in the industry continue to find the learnings useful at their work long after completing the program

tutor image

Amit Kumar

17 Courses   •   183 Students