Overview

This guide explains the Five-Year Learning Plan and how to make it.

The key messages are:

In this guide, you learn:

What is the Five-Year Learning Plan?

The Five-Year Learning Plan sets the long-term learning goals. It is derived from the LEAP imperatives and is completely strategic and fundamental in nature.

The Plan addresses issues such as new product development, competitive advantages, tracking core consumer trends, mapping macro-economic trends on consumer behavior and creating fundamental knowledge in an important new area. Studies listed here get priority in Annual Learning Plans because they are based on strategic thinking on the brand.

The Five-Year Learning Plan is not a structured research plan or a budgeting document. It is a dynamic document that only provides the direction of future brand learning needs.

Why is the Five-Year Learning Plan Important?

It helps prioritize the elements of the Annual Learning Plan by helping decide between large, expensive, foundation studies and tactical, short–term, day-to-day research.

It informs all stakeholders of the long-term direction in knowledge acquisition within the organization and maintains the learning path as planned even if the team undergoes changes.

It provides the advantage of foresight in planning consumer understanding.

Inputs for the Five-Year Learning Plan

Three major inputs for the Plan are:

How to develop a Five-Year Learning Plan