Using Research to Build Business Strategies

By : PPA Communications

Half-day workshop with Helenor Gilmour - 31 January

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Kick start your year by attending our next event ‘Using Research to Build Business Strategies’ in partnership with Helenor Gilmour of Gilmour Graham.

This morning workshop is aimed at senior management level and will explore why a business should have insight at its heart.

Gilmour Graham

What will the workshop cover?

The workshop will focus on the importance of allocating time to research and develop your business strategies to lead your magazines to further and future success.

• How to identify opportunities and minimise risk
• Understanding your audience
• Understanding business context
• Growing commercial opportunities
• How to turn insights into action

Following the workshop Helenor will be running five one-to-one interactive clinics which must be booked in advance. These clinics should be used to focus on any issues or current strategies personal to your business. This is a fantastic opportunity to gain insight and advice from a research professional with a depth of publishing knowledge.


31 January, 10am-1pm, followed by five one-to-one bookable 20 minute clinics from 1.10pm (booked in advance on a first come, first served basis)


Central Edinburgh, venue tbc 

How much?

£50+VAT to PPA members, £150+VAT to non-members

How do I book?

Please book through Eventbrite or for information on membership please contact PPA Scotland Business Manager Nikki Simpson at

About Helenor

Helenor Gilmour has more than 25 years business experience in Marketing, Commercial Development, Innovation, Research and Insight. She has a firm belief that audience understanding drives business success.

Helenor joined DC Thomson in 1988 and created a Marketing Division encompassing Ad Marketing, Direct Marketing and Subscriptions. She established a Consumer Research facility and held responsibility for Innovations within the magazine publishing division. She operated at board-level putting insights and audience understanding at the heart of business decisions and strategy.  

Working with brands such as Beano, The Press & Journal, Puzzler, Floatapp, and Genes Reunited, Helenor has extensive experience in the magazine, newspaper and book publishing sectors as well as online and business start-ups. She has particular expertise in understanding children, the over 50’s consumer, brand building and uncovering actionable insights.

Helenor has won national awards from the Chartered Institute of Marketing, The Drum and multiple awards from the Marketing Society Scotland as well as being shortlisted for Marketer of the Year. She is a past chairman of PPA Scotland and is now an associate member, as well as a business leader member for the Marketing Society and committee member of the Market Research Society in Scotland. She has spoken at numerous conferences on understanding audience and brand development.

About Gilmour Graham

Gilmour Graham





Gilmour Graham is an Insight Consultancy built on Helenor’s extensive experience of driving real results from insights. We work collaboratively, delivering as part of a client’s senior team and helping companies to build strategy and find actionable insights from existing data and new research.  

Gilmour Graham provides a range of services from desk and commissioned research, customer experience mapping, staff training and development, workshop facilitation and strategy building. We also work with a range of expert associates to design bespoke solutions to business issues.  

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