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FutureBright Academy

Our Corporate Trainings

At FutureBright Academy, we offer training solutions tailored to your organization’s needs. You can review our training catalog below, and if you would like to receive information about solutions specific to your needs, you can contact us here.

Purpose and Benefits: This training, applicable to all levels of consumer engagement, explores what consumer/customer insight is, how it’s captured, and how it’s translated into a product/brand/communication strategy, using case studies. This training aims to empower participants to become insight hunters.

Content:

  1. Let’s Get to Know the Brain First
  2. What is Insight? Insights with Case Studies & Is There a Formula for Insight?
  3. My Product’s Home: Power On
  4. Transforming Insight into a Proposition
  5. Brand Audit
  6. Case-Based Group Study

Duration: 3 hours

Number of Participants: Average 30 (max 150)

Participant Profile: Employees with similar expertise and levels

Format: Online (Zoom) / Offline

Purpose and Benefits:

Behavioral Economics studies how economic decision-making mechanisms in the mind are influenced by social, mental, and emotional biases. Within this framework, the question of why market prices and resource allocation change is important. Closely related to psychology and neo-classical economics approaches, this field focuses not only on market decisions but also on the choices of society and individuals and the sources of these decisions. Thus, participants gain the ability to understand and transform the psychological factors underlying consumer behavior.

Content:

  1. How Can We Disengage the Autopilot and Think Outside the Box?
  2. Decision making and decision-making methodologies

Duration: 3 hours

Number of Participants: Average 30 (max 150)

Participant Profile: Employees with similar expertise and levels

Format: Online (Zoom) / Offline

Purpose and Benefit:This training conveys the dynamics that need to be known when transforming product and communication ideas into concept texts that speak the consumer’s language. For brand owners whose business practice involves creating concept texts, the aim is to provide a background on how consumers think, ways to penetrate their deep emotional world in a short text, and the characteristics of winning and losing concept texts.

Content:

  1. Characteristics and Components of a Winning Concept
  • Insight
  • Benefit
  • RTB
  • Tagline
  • Definition and explanation of each component
  • Success Criteria for Insight and Benefit Paragraphs
  1. Clarity
  2. Language & Tonality
  3. Originality
  4. Compliance & Address
  5. Empathy
  6. Tension
  • Scope of each success criterion for Insight and Benefit paragraphs, Do’s and Don’t’s case examples to be discussed interactively for each criterion
  • Success Criteria of RTB Text, different types of RTB
  • Success Criteria of Tagline Sentence
  • Case study through a Before and After story
  • “Now We Can Write Concepts” Workshop

Duration: 5 hours

Number of Participants: 10 – 30

Participant Profile: Employees with similar expertise and level

Format: Online (Zoom)

Purpose and Benefits: In this training, we will discuss the importance of briefs, which are unfortunately sometimes filled out like a mere form, and how effective creative work begins with the briefing stage. We will learn what constitutes a good brief by examining each point, and then we will go over the evaluation criteria for the creative work that will follow, based on the brief we have prepared.

Content:

  1. What is a brief used for, and how important can it be?
  2. What are the cornerstones of a good brief?
  3. Components of a creative brief
  4. Case Studies
  5. Brief writing workshop

Duration: Half day

Number of Participants: 10 – 30

Participant Profile: Employees with similar expertise and level

Format: Online (Zoom) / Offline

Purpose and Benefit:In this training, we come together to learn and experience globally accepted thinking methods that will strengthen your strategic thinking skills, making it easier for you to differentiate yourself in life/work and to see different things while looking at the same place as everyone else.

Content:

  1. Why is strategic thinking important? Which methods are used?
  2. Unconventional Thinking Method and Applications
  3. Six Thinking Hats Method and Applications
  4. Lateral Thinking Method and Applications

Duration: Half Day

Number of Participants: 10 – 30

Participant Profile: Employees from all departments and levels

Format: Online (Zoom) / Offline

Purpose and Benefits:In this training, we use the Design Thinking Method to identify innovation opportunities, develop new product-service processes-business models, and solve problems by exploring them with the right questions, all based on an empathetic thinking approach.

Content:

  1. What is the Design Thinking Method? Why is it important?
  2. What are the 6 stages of design thinking?
  3. Application of each stage individually on topics determined by the brand
  4. Evaluation of the outputs at the end of the method

Duration: Half day

Number of Participants: 10 – 40

Participant Profile: Employees from different departments who are proficient in their work

Format: Online (Zoom) / Offline

Purpose and Benefit:In this training, we will meet to recognize and re-examine the gender roles that exist in the world of marketing and communication using Creative Drama Techniques.

Content:

  1. Warm-up with Communication Cards
  2. Application of the Consciousness Corridor Technique
  3. Application of the Hot Chair Technique
  4. Application of the Backward Technique
  5. Creating a Formation with Materials

Duration: Half day

Number of Participants: 10 – 40

Participant Profile: Male and female employees from all departments and levels

Format: Offline

Purpose and Benefit:In this training, we will work in teams using Creative Drama Techniques to create creative solutions for a selected company problem, and we will meet to strengthen our collaboration skills and problem-solving abilities by thinking collectively.

Content:

  1. Warm-up with Communication Cards
  2. Meeting/Interview Technique Application
  3. Role Card Technique Application
  4. Debate Technique Application
  5. Creating Formations with Materials

Duration: Half day

Number of Participants: 10 – 40

Participant Profile: Employees from all departments and levels

Format: Offline

Purpose and Benefit:Today, we are meeting to gain a general but in-depth understanding of the place and applications of Artificial Intelligence (AI) in modern marketing, starting from the role of AI and Algorithms in reaching and targeting customers and in marketing and advertising in general, to AI-based solutions that automatically process very large datasets such as photos, videos and texts, from recommendation algorithms to AI-based personalization and personalized advertising/content, and Chat GPT.

Scope and Content:

  1. Artificial Intelligence (AI) & Introduction to Algorithms
  2. Artificial Intelligence and Algorithms in Advertising, Consumer and Marketing Research
  3. Understanding and Using Big Data Sets
  4. Video, Photo and Text Data
  5. AI and Personalization
  6. AI and Recommender Algorithms
  7. AI and Personalization
  8. Chat GPT or Generative AI

Duration: 3 hours (in one go) or 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Marketing professionals interested in the subject

Format: Online (Zoom) / Offline (Face-to-Face)

Purpose and Benefit: Segmentation is one of the most widely used methods in marketing, brand management, and advertising. In recent years, it has become apparent that traditional segmentation methods and approaches are insufficient for deeply understanding the rapidly changing and dynamically evolving new consumer. We will meet to explore in depth, with practical and concrete examples, how segmentation can be used with new data types, platforms, and algorithms, supported by NLP and Customer Sentiment Analysis – including Customer Experience/Journey, Motivation and Customer Behavior, Decision Step Hierarchy, visual, auditory, and textual data – to achieve more meaningful, tangible, accessible, and profitable segments.

Scope and Content:

  1. Why Segmentation
  2. Understanding the Changing Consumer
  3. New Data and Platforms in Segmentation
  4. Experience and Customer Journey Segmentation
  5. Motivation, Emotion, and Benefits
  6. Hierarchy of Decision Steps
  7. Practical Cases and Examples

Duration: 5 Hours

Number of Participants: 10 – 30

Participant Profile: Participants working in Marketing, Research, and Advertising who are interested in segmentation.

Format: Online (Zoom) or Offline (Face-to-Face)

Purpose and Benefit: We will see how social media data, a treasure that is still underutilized, can be evaluated in depth and from different perspectives using Artificial Intelligence/Algorithms, going beyond standard, simple methods like clicks and views that do not provide much insight. With concrete and practical examples, we will learn how hundreds of thousands of photos, videos, and shares from platforms like Instagram, TikTok, Facebook, and Twitter can be used for better insights and predictions. Our aim is to show today’s marketing managers what they can do beyond their current imaginations with social media data and the potential of this platform in understanding the customer in every aspect.

Scope and Content:

  1. Social Media Intelligence & Analytics
  2. What Do We Know / Use – Is It Enough?
  3. Going Beyond the Dreams
  4. Artificial Intelligence (AI) and Social Media Analytics
  5. Social Media and Data Types
  6. Understanding Everything Shared in Every Aspect
  7. Looking Towards the Future & Predictive Social Media Analytics
  8. New Platforms, New Applications
  9. Case Studies

Duration: 3 hours (in a flash) or 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Participants from marketing or other related fields who are thinking about how to best utilize social media data

Format: Online (Zoom) / Offline (In-person)

Purpose and Benefit: We will see, through practical and concrete examples, how unstructured visual and auditory data, such as online customer and user reviews, complaints, and ratings, as well as photos, videos, and audio files shared on social media, customer service conversations, or online chat recordings, can be effectively used in areas such as understanding and targeting customers and developing products and services. This data is increasingly important today and is known to be even more effective than advertising and other marketing mix components in influencing customer purchasing decisions in many sectors.

Scope and Content:

  1. What is Unstructured Data?
  2. Video, Image, Audio, and Text Data
  3. Value and Importance
  4. Unstructured Data Sources and Platforms
  5. Using Unstructured Data
  6. NLP and Text Data Processing
  7. Machine Learning (AI) and Visual and Audio Data Processing
  8. Practical Examples

Duration: 3 hours (in one go) or 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Marketing managers who use and work with data

Format: Online (Zoom) / Offline (Face to face)

Purpose and Benefit: In today’s multi-channel world, where customer experience is constantly evolving and enriched across a vast number of moments and experience points, understanding which moments (“moments that matter”) within the customer experience journey are valuable and more effective in terms of driving action, generating purchases, and making customers more active and loyal is a question that every marketing and brand/campaign manager is curious about. In this training, we explore the answers to the question of what our most valuable moments and channels are for brands, covering everything from Conversion-Attribution and Conversion Lift models to Marketing and Media Mix (MMM) approaches and methods like A/B Testing.

Scope and Content:

  1. Customer Journey and Experience
  2. Multiple Channels, Moments, and Experience Points
  3. Is the Customer Journey Measurable?
  4. Conversion and Attribution in Digital Marketing
  5. Conversion Enhancement Models
  6. A/B Tests and Geographic-Temporal Models
  7. Artificial Intelligence (AI) in Customer Journey Analytics
  8. Practical Examples and Case Studies

Duration: 3 hours (in one go) or 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Digital marketing managers interested in customer experience

Format: Online (Zoom) / Offline (In person)

Purpose and Benefit: In recent years, personal data protection, privacy, anonymity, and consent-based use have become one of the most important issues in marketing and advertising worldwide and in Turkey, due to the laws, regulations, and restrictions implemented. This training focuses on helping marketing managers better understand this new era and transformation, examining which data platforms or sources can be used under what conditions and in what way. Consent (permission), Opt-in/Opt-out, Permission-Based Marketing, GDPR, and ITP/ETP are some of the other topics we will cover in this training, as they affect the accessibility of data.

Scope and Content:

  1. Personal Data Privacy and Data Protection
  2. Basic Concepts
  3. Permission and Permission-Based Marketing
  4. Click-Based Data, Cookies & ITP/ETP
  5. What’s Changing and What Will Change
  6. What Was Possible and What Is No Longer Possible
  7. What We Expect in the Near Future
  8. Accessing Customer Data in the Most Effective and In-Depth Way Within the New Legal Framework
  9. Practical Examples

Duration: 3 hours

Number of Participants: 10 – 30

Participant Profile: Managers who use or work with data

Format: Online (Zoom) / Offline (Face-to-Face)

Purpose and Benefit:This training comprehensively conveys the steps and details that professionals who assume the role of “research provider” should follow in their journey to research and reach insights; it aims to equip participants with the competence to correctly define the research need and provide a brief, select the target audience and research method, and effectively manage the process with research partners.

Content:

  1. Defining the research need
  2. Preparing an effective research brief
  3. Selecting the target audience and sample
  4. Research techniques and selecting the appropriate technique
  5. Qualitative vs. Quantitative Research
  6. Research Partner Selection
  7. Research Process Management
  8. Post-Research / Beyond

Duration: Half Day

Number of Participants: 10 – 40

Participant Profile: Teams that act as research providers and use research materials

Format: Online (Zoom) / Offline

Purpose and Benefit:This training aims to comprehensively explain the application areas of qualitative and quantitative research methods, the techniques of analysis and interpretation of research data, and to enable participants to choose the right model and approach for their research needs and to gain the competence to internalize and interpret research data.

Content:

  1. Quantitative Research 101
  • CAPI, CATI, CAWI, Panels, Neuromarketing Research
  • Tracking vs.

Adhoc

  • Sample design
  • Quantitative research models, areas of application and interpretation techniques
  • Brand Research (Awareness, Perception, Brand Health)
  • Advertising Research (Pre and post tests)
  • Penetration, Market Share and Market Potential Determination Research
  • Satisfaction and Customer Experience Research
  • U&A and Segmentation Research
  • Idea/Concept/Product Testing
  • Shopper Research
  • Corporate Reputation and Employee Research
  • Qualitative Research 101
  • What is qualitative research, when and for what purpose is it used?
  • Qualitative Research Techniques and Terminology
  • Creating Research Sample Structure
  • The Concept of Insight and its Use in Marketing
  • Qualitative Research Models: Application Areas and Interpretation Techniques
  • Brand Perception Research
  • From Idea to Concept, from Concept to Advertisement: “Advertising Research”
  • Attitude-Usage Research
  • Advertising Research
  • Ethnographic Research
  • Shopper Research
  • Unconscious Research (UCR)

Duration: 1 full day (3 hours qualitative & 3 hours quantitative)

Number of Participants: 10 – 40

Participant Profile: Teams that assume the role of research provider and use research

Format: Online (Zoom) / Offline

Purpose and Benefit: The aim of this training is to provide the technical infrastructure necessary for successful moderation in the qualitative research process. The key aspects of qualitative research moderation will be shared, from techniques to be used to discover genuine emotions during moderation to asking the right questions. This training aims to equip participants with the competence to uncover insights in the qualitative research process using the right techniques and approaches.

Content:

    1. What are qualitative research techniques?
    2. How is moderation done?

What are the key points?

  1. Introspection techniques to reach true emotions
  2. What to pay attention to when asking questions?
  3. Exercises through case studies
  4. Methods for dealing with different participant types

Duration: Half day

Number of Participants: 10 – 40

Participant Profile: Employees & departments with similar expertise and level

Format: Online (Zoom) / Offline

Purpose and Benefits: This training, designed to improve the practice of engaging with consumers and discovering consumer insights firsthand, includes both theoretical training and field practice processes. The comprehensive training, which includes various modules, begins with the “moderation techniques” module; then, (in mini-groups of 2-3 people), participants will observe the consumer’s purchasing journey firsthand and aim to hunt for consumer insights by moderating in the field under the guidance of FutureBright moderators. The training concludes with a module on analyzing the findings and reporting the insights. In this way, participants will discover the psychosocial factors and dynamics influencing shopping, and gain knowledge about capturing and reporting insights into the process. All this process will significantly contribute to the communication participants establish with their own customers.

Content:

  1. Moderation Techniques – Classroom Training (half-day)
  2. Mini Group Practice – Shopping Fieldwork and Evaluation with a Consumer (approx. 3 hours/case)
  3. Analysis and Reporting Techniques – Classroom Training (half-day)

Duration: Classroom Training (1 full day) + Fieldwork (tbd)

Number of Participants: Classroom training: 10-40, Practice: 1-3 person groups (Total fieldwork duration will vary depending on the total number of people targeted for practice)

Participant Profile: Employees & departments with similar expertise and level

Format: Classroom Training (Zoom)/ Offline & Fieldwork (offline)

Purpose and Benefit:This training aims to increase the competencies of marketing and research teams in advertising research. Participants will learn about the working principles of the advertising industry, the roles of marketing and research managers in developing advertising campaigns, critical points in agency briefing, and how to test materials in different formats at different stages. The training will be supported by case studies.

Content:

  1. The role of communication in brand building
  2. The process and roles of creating an advertising campaign
  3. The function of research in feeding advertising campaigns
  4. Advertising pre-test processes
  5. Materials and diagnostics in the idea testing process
  6. Materials and diagnostics in the concept testing process
  7. Materials and diagnostics in the advertising testing process
  • Advertising post-test processes
  • Post-test timing
  • Alternative post-test methods
  • Metrics for measuring Kali/Kanti advertising performance
  • Use of benchmarks

Duration: 2.5-3 Hours

Number of Participants: 10 – 40

Participant Profile: Teams acting as research providers and using research materials

Format: Online (Zoom) & Offline

Purpose and Benefit: This training teaches how to read qualitative data to see beyond consumer discourse and access insights hidden outside of context and discourse. It aims to provide brand owners with a foundation in how to approach what they hear during group and interview sessions and how to handle qualitative results.

Content:

  1. Components of Analysis on the Road to Insight
  2. Context
  3. Discourse
  4. Out-of-Discourse
  5. Case Examples
  6. Applied Case Workshop (group work)

Duration: 5 hours

Number of Participants: 10 – 30

Participant Profile: Employees with similar expertise and level

Format: Online (Zoom)