Psychology of Consumer Insights

A consumer insight is an interpretation used by businesses to gain a deeper understanding of how their customers think and feel.
Analyzing human behaviors allows companies to really understand what their consumers want and need, and most importantly, why they feel this way.
When consumer insight research is conducted properly, it should improve the effectiveness of how a company communicates to its customers, which is likely to change consumer behavior, and therefore increase sales.
In this workshop we will try to review the main trends in customer insights and how companies today are moving from being product centric to become customer centric.

Key takeaways:

  • Understanding what is relevant today to the consumer buying decision making
  • Describing trends in customer behavior and customer journey maps
  • Seeing examples of how companies move form being product centric to be customer centric


Ramon Diaz-Bernardo

Ramon Diaz-Bernardo is a full-time Professor of Marketing at IE Business School in Madrid, Spain, and a Visiting Professor at School of Economics and Business – University of Ljubljana, Slovenia. He holds a degree in Engineering from Universidad de Oviedo (Spain), an MSc in Engineering by the University of Nottingham, an MBA from ESDEN Business School, Madrid, and he received his Ph.D. in Business Administration (Marketing) from IESE Business School in Barcelona. Professor Diaz-Bernardo is currently the Director of the IE-Travel Club Loyalty Research Centre, a research centre dedicated to investigate the field of customer loyalty. He also serves as Academic Director of the IE-Coursera Marketing Massive Online Open Courses (MOOCs). Dr Diaz-Bernardo teaches strategic marketing at MBAs, Executive MBAs, Executive Education and In-Company programs. His research and consulting interest is focused in services marketing, and more specifically in Tourism Marketing both in the private side of Tourism (the hospitality and restaurant industry) and in the public side of Tourism (national tourism organizations NTOs and tourism promotion institutions). Professor Diaz-Bernardo serves regularly as a consultant for the United Nations World Tourism Organization and for both private and public companies and institutions in the Tourism and Hotel Sector in Europe and America. Dr Diaz-Bernardo is an active member of the Academy of Marketing and the American Marketing Association, where he is a regular contributor at their annual meetings. Furthermore he has been visiting professor at Cornell University (USA), Reykjavik University (Iceland), ESSEC Business School (Paris), INCAE (Costa Rica), Hong Kong Polytechnic (Hong Kong), IAE Business School (Argentina) and Universidad Adolfo Ibáñez (Chile), among other international business schools.




Keynote speakers and discussions

Keynote speakers and discussions

New trends and global knowledge

New trends and global knowledge

Experiential activities

Experiential activities

Interactive workshops

Interactive workshops


Individual application

190 EUR (VAT excluded)

Group application

Up to 5 participants - 840 EUR (VAT excluded)
Up to 10 participants - 1.300 EUR (VAT excluded)
For more information on group registration, contact us at

For companies that are members of SRIPT, participation in the program is free of charge (until the places are filled). When you apply insert the code SRIPT in the notes.

The fee covers attendance at all workshops, keynote talks and round table. In case of unexpected circumstances, CBE reserves the right to cancel the workshops. No refunds can be guaranteed for cancellations after 10 March 2022. No refunds will be made in case of no-show. You can change your selected schedule no later than 10 March 2022.

*VAT is not included in the price.

Important information about your application

Important information

To register multiple participants fill out the application for each participant separately.

REGISTRATION is open until all places are filled. After filling out the registration form, your will receive confirmation email with a summary of selected workshops.

CANCELLATIONS are refundable until 10 March 2022. After this date all fees will be charged. Thank you for your understanding.

PAYMENT: Your invoice will be issued within 2 weeks of the event.

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