101: Delivering audience and brand insights

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

“There is a great difference between knowing and understanding: you can know a lot about something and not really understand it.” — Charles F. Kettering

This ISBA 101 session explores what turns data and information into meaningful audience and brand insights. We’ll focus on why true consumer understanding goes beyond demographics and dashboards, how real insight is uncovered, and why this depth of understanding is critical for effective strategy, creativity, and commercial outcomes.

What will be covered:

• Identifying what we mean by insights as opposed to facts and data.
• Uncovering brand insights using Quant and Qual techniques.
• Turning Insight into action – successful case studies.
• 5 key take outs.