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Passing the ‘So What?’ Test
Clarifying your clients' and stakeholders' business issues to deliver insights with impact


This masterclass is available now on-demand for you to watch any time you like from wherever you like!

Per student fee includes 3 classes (120-minutes each), demonstrations, PDF slide deck, interactions with various content on the viewing platform, on-demand access for over a year.

Each attendee will also receive an ESOMAR attendance certificate after completing the training.


If we are to deliver actionable insight to our clients and stakeholders, we must first be able to identify and clarify their business issues, needs and priorities. To do this, we need to sell the benefits of talking with us to them.

This highly practical and interactive workshop will introduce you to a toolbox of tried and tested models, frameworks and approaches that will make a real difference to your personal influence and impact.

What are the objectives / What's in it for me?

Through discussions, roleplays and practical exercises, you will learn how to:

  • Align your work and output to the strategic priorities of your own, or your client's, organisation;
  • Analyse the external pressures and trends impacting the organisation, how it chooses to respond to those, and thus the greatest opportunities for insight;
  • Understand where the organisation aims to get to, how it plans to get there and, most pertinently, how insight can help to get it there;
  • Identify the key questions that, once answered by insight, will have the greatest impact upon the organisation;
  • Clarify what your key stakeholders define as 'insight' and '(added) value' so as to be better able to be seen to deliver these;
  • Create a clear and compelling story from your research, using data to support rather than confuse the key messages and arguments;
  • Employ the tools of effective communicators, including storytellers and journalists;
  • Enable your clients and stakeholders to take firm action and make informed decisions as a result of your work.

You will leave with concrete actions that you will be able to implement back in the workplace, helping you to address the key business issues, and answer the priority questions of your own clients and stakeholders. The overarching aim is to help you to increase your impact and influence, raise your profile, and improve others’ perception of the value that you deliver.

Who should attend / Level of learning?

The workshop is equally appropriate for researchers and insight professionals on both the client- and agency-side, and suitable for all levels of experience. Those organisations who have already seen tangible business benefits from this training include Asda, AXA Insurance, the BBC, BT, CIMA, Ipsos, Kantar, RSA and Waitrose.

Agenda in short

  • The changing role of research & insight
  • Becoming a Trusted Advisor
  • Identifying the Value Sweet Spot
  • Analysing your client
  • Creating & capturing value for your client
  • Analysing your stakeholders
  • Identifying their Central Question
  • Defining & delivering 'Value' & 'Insight'
  • The power of storytelling
  • 'Hook, Line & Thinker'

Workshop leader

Daniel Wain

Daniel Wain

Founder Director
Daniel Wain Consulting

Daniel Wain has spent over 30 years in research and insight. Starting as a researcher, he moved into business development before becoming Worldwide Director of Learning & Development for Research International. In 2007, he founded Daniel Wain Consulting Limited and now trains and coaches in a range of business, communication and relationship skills, both within the insight industry and more widely. His clients have included most of the global research agencies, as well as a considerable number of smaller consultancies across the world. He has also helped clientside insight teams at organisations such as Avon, the BBC, Capita, Hewlett-Packard, PwC, Telia Sonera, Tesco Bank and Waitrose.

Daniel is an accomplished public speaker, conference chair and workshop facilitator. His awards include Best Presented Paper at the 2006 MRS Conference and, most recently, Best Chair at the 2019 MRS Conference. For ESOMAR, he has appeared at several annual Congresses and delivered highly successful workshops at the Summer Academies of 2014, 2016 and 2018.

A regular contributor to a variety of business and academic magazines and journals, Daniel has also been a Fellow at the Universities of Southampton, Westminster and Winchester and, for three years, was Visiting Professor at Madrid’s IE Business School. He is a Fellow of the Market Research Society, the Royal Society of Arts and the Chartered Institute of Personnel & Development. A published playwright and award-winning actor, he brings a sense of theatre to all his courses and workshops!