Consumer and Customer Insight


4th March 2021 12:15 pm - 2:00 pm

Consumer and Customer Insight

There is a fundamental rule of business that we cannot sell to everyone at the same time. It is a simple fact that not everyone is in market for our offer. (Otherwise, surely one coffee bar would suffice instead of the dozens of options we have to choose from in any given town?) Trying to market to everyone is simply a waste of financial and time resources. So, we need to be able to target our marketing communications to those buyers who represent our ‘best opportunity’.

However, even those ‘best opportunity’ buyers almost certainly have several alternative offers competing for their custom. Therefore, it makes sense to understand our competitor offers to be able to differentiate. This requires an understanding of who our target customers are in terms of their values, needs and buying behaviour.

In this workshop we will explore practical techniques and tips for gaining customer insight, profiling our ‘ideal customer’ and for identifying and analysing our competitor offers. It will be an interactive session with the focus on your business offer and environment so please be ready to ‘take part’.

Mark Sebright is a marketing professional with over 25 year’s industry experience. After a career in business journalism and public relations, he founded the specialist marketing communication agency, Imagen, building an award-winning marketing team that has regularly featured in the Yorkshire Post listing of the region’s top 20 marketing firms. Mark has led multiple marketing campaigns at regional, national and international level for large and smaller clients including start-up businesses and across multiple sectors including leisure and retail, tourism, manufacturing, business services, energy, transport, and health. He has served as a senior lecturer in business marketing at Leeds Trinity University for the last five years.

When?  Thursday, 4 March, 12.15 – 2.00pm

12.15 – 12.30 pm    Registration

12.30 pm               Workshop commences

1.30/2 pm               Q&A session and finish


This session will be delivered remotely through a Microsoft Teams meeting.


Please register for a place if you are a business under three years old with a desire to grow and employ people.  Ad:Venture is focussed on supporting new and high-growth businesses. If you are eligible you will be asked to complete a Company Record form before you attend. If you are eligible for these workshops we will contact you to confirm your attendance.

Leeds Trinity University is proud to be part of Ad:Venture; a business support programme aimed at helping businesses in the Leeds City Region with real growth potential to achieve their ambitions. We are looking to support businesses that have ambitions to grow and create jobs. The project is supported by the 2014 to 2020 European Regional Development Fund Programme.

If you have any questions, or for any further information, please contact Louise Miller, Ad:Venture Project Manager at Leeds Trinity University.