Identifying value: generation and knowledge

The first imperative for any Insight team is that it routinely identifies value for its organisation by generating new, joined-up insights and developing big picture customer and market knowledge. This section provides best practice advice aimed at helping Insight teams be more effective in:

Insight generation: consistently generating proactive, insightful solutions to key business issues

Insight knowledge: developing, curating and applying a valuable store of knowledge

Access our generation and knowledge online content by clicking on the topic boxes below

Please click here for information about online access or to return to the members' library

Insight generation guides and videos

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IMP101: Most people would say that the primary role of an Insight team is to generate new insights. But what are insights? And how should Insight teams set about generating them? This guide summarises a number of key principles and new ideas on Insight generation.
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IMP102 (April 2020 Insight forum): If our organisations are to perform well, they need joined-up insights. This Insight leader guide introduces the IMA's 'MADE in Insight' model which Insight teams can use as a framework for creating more contextualised observations.
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IMP103: Does your Insight team make up the numbers? Of course not! We're all professionals aren't we? But the reality is that corporate Insight teams have to balance our natural desire for perfect data with our stakeholders' need to take quick decisions.
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IMP104: Research and analysis projects are most likely to go wrong at the very start. In this Insight leader guide, we take you through the IMA's 3-step RED process designed to ensure that Insight teams nail the underlying business issue at the start of every project
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IMP105: Are you a Columbus or a Columbo? Once we have nailed the real business issue, how should corporate Insight professionals approach the investigation itself? This Insight leader guide will explore 4 key stages.
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IMP106: (February 2022 Insight forum topic). Many Insight teams have a heavy reliance on agencies to collect and interpret survey data, however it is rare for Insight teams to have been trained in supplier management. So how can we manage agency relationships more effectively?
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IMP107: (February 2022 Insight forum topic). In recent years we have seen a growing trend for organisations to bring more of their research in-house. But how do we decide how much focus to place on outsourcing vs. DIY research?
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IMP108: (March 2022 Insight forum topic). Segmentation is still an endless source of fascination and debate amongst Insight leaders. This guide discusses how segmentation is once again having a moment and shares some key considerations for Insight leaders.
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IMP112: (February 2023 Insight forum topic): This Insight leader guide provides advice on when it might be the right decision to turn down an Insight request, we discuss strategies for saying no, and give some hints and tips on how to do it all 'nicely'!
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IMP114 (February 2024 Insight forum) In this guide, we discuss the importance of customer instinct and look at how Insight teams can help to bring colleagues closer to customers through a programme of activities.
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IMS106: (February 2022 Insight forum topic). Many Insight teams have a heavy reliance on agencies to collect and interpret survey data, however it is rare for Insight teams to have been trained in supplier management. So how can we manage agency relationships more effectively?
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IMS107: (February 2022 Insight forum topic). In recent years we have seen a growing trend for organisations to bring more of their research in-house. But how do we decide how much focus to place on outsourcing vs. DIY research?
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IMS108: (March 2022 Insight forum topic). Segmentation is still an endless source of fascination and debate amongst Insight leaders. This 1-page summary shares some key considerations on the topic.
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IMS111: (February 2023 Insight forum topic). This 1-page summary provides some best practice advice on how to respond to insight requests most effectively - we suggest taking a consultancy approach to turn raw requests into valuable business questions.
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IMS112: (February 2023 Insight forum topic): This 1-page summary provides advice on when it might be the right decision to turn down an Insight request, we discuss strategies for saying no, and give some hints and tips on how to do it all 'nicely'!
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IMS114 (February 2024 Insight forum) In this 1-page summary, we discuss the importance of customer instinct and look at how Insight teams can help to bring colleagues closer to customers through a programme of activities.
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IMV101: Most people would say that the primary role of an Insight team is to generate new insights. But what are insights? And how should Insight teams set about generating them? This video summarises a number of key principles and new ideas on Insight generation.
IMA Red Apostrophe Icon
IMV102 (April 2020 Insight forum): If our organisations are to perform well, they need joined-up insights. This video introduces the IMA's 'MADE in Insight' model which Insight teams can use as a framework for creating more contextualised observations.
IMA Red Apostrophe Icon
IMV103 (April 2020 Insight forum): Does your Insight team make up the numbers? Of course not! We're all professionals aren't we? But the reality is that corporate Insight teams have to balance our natural desire for perfect data with our stakeholders' need to take quick decisions.
IMA Red Apostrophe Icon
IMV104 (April 2020 Insight forum): Research and analysis projects are most likely to go wrong at the very start. In this Insight leader guide, we take you through the IMA's 3-step RED process designed to ensure that Insight teams nail the underlying business issue at the start of every project
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IMV105 (November 2020 Insight forum) In this video Julia Joskey discusses diamond shape thinking and proposes a 3-step approach that Insight teams can use to enhance their Insight investigations. 
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IMV106: (February 2022 Insight forum topic). Many Insight teams have a heavy reliance on agencies to collect and interpret survey data, however it is rare for Insight teams to have been trained in supplier management. So how can we manage agency relationships more effectively?
IMA Red Apostrophe Icon
IMV107: (February 2022 Insight forum topic). In recent years we have seen a growing trend for organisations to bring more of their research in-house. But how do we decide how much focus to place on outsourcing vs. DIY research?
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IMV108: (March 2022 Insight forum topic). Segmentation is a business tool, and we should first make sure we understand why it might be useful before choosing our approach. This video provides an introduction to segmentation and the business purposes to which it can be used.
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IMV109: (March 2022 Insight forum topic). After considering the main business purpose for any segmentation we next need to think about how to approach it. This video looks at the four main approaches to segmentation, and which is currently most popular with IMA members.
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IMV110: (March 2022 Insight forum topic). This video provides a case study from financial services - looking at why segmentation was needed, how it was developed, the effort that went into communicating it, and whether it was ultimately considered a success.
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IMV111: (February 2023 Insight forum topic). Julia Joskey provides some best practice advice on how to respond to insight requests most effectively - she suggests taking a consultancy approach to turn raw requests into valuable business questions.
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IMV112: (February 2023 Insight forum topic): Tim Downing provides advice on when it might be the right decision to turn down an Insight request, he discusses strategies for saying no, and gives some hints and tips on how to do it all 'nicely'!
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IMV113 (August 2020 Insight forum): In this video, Julia Joskey discusses the challenges associated with foresight and trends forecasting work, and advises on 5 key principles that can be adopted to approach foresight successfully.
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IMV114 (February 2024 Insight forum) In this video, Debra Walmsley discusses the importance of customer instinct and look at how Insight teams can help to bring colleagues closer to customers through a programme of activities.

Insight knowledge guides and videos

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IMP201: (March 2023 Insight forum topic). This Insight leader guide highlights the importance of Insight farming in creating value for our organisations - cultivating and harvesting insights to develop accumulated big picture knowledge
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IMP202: (March 2023 Insight forum topic). This Insight leader guide highlights five healthy habits required to develop a knowledge culture and adopt an Insight farming mentality in our teams.
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IMP203: (March 2023 Insight forum topic). This Insight leader guide highlights the key enablers required to support the healthy habits needed to develop a knowledge culture and adopt an Insight farming mentality in our teams.
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IMP204: (March 2023 Insight forum topic). This Insight leader guide discusses the key role knowledge management systems play in Insight farming and it provides some tips on how to maximise systems in our Insight teams.
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IMS201: (March 2023 Insight forum topic). This 1-page summary highlights the importance of Insight farming in creating value for our organisations - cultivating and harvesting insights to develop accumulated big picture knowledge
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IMS202: (March 2023 Insight forum topic). This 1-page summary highlights five healthy habits required to develop a knowledge culture and adopt an Insight farming mentality in our teams.
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IMS203: (March 2023 Insight forum topic). This 1-page summary highlights the key enablers required to support the healthy habits needed to develop a knowledge culture and adopt an Insight farming mentality in our teams.
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IMS204: (March 2023 Insight forum topic). This 1-page summary highlights the key role knowledge management systems play in Insight farming and it provides some tips on how to maximise systems in our Insight teams.
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IMS409 (October 2023 Insight forum). Many Insight teams see the primary purpose of their knowledge management system as being for Insight communication, so this 1-page summary provides 5 key areas of focus for Insight leaders and teams to consider.
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IMV201: (March 2023 Insight forum topic). James Wycherley discusses the importance of Insight farming to create value for our organisations - cultivating and harvesting insights to develop accumulated big picture knowledge
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IMV202: (March 2023 Insight forum topic). Emma Jones highlights five healthy habits required to develop a knowledge culture and adopt an Insight farming mentality in our teams.
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IMV203: (March 2023 Insight forum topic). Emma Jones highlights the key enablers required to support the healthy habits needed to develop a knowledge culture and adopt an Insight farming mentality in our teams.
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IMV204: (March 2023 Insight forum topic). Roy Hammond talks about the key role knowledge management systems play in Insight farming and he provides some tips on how to maximise systems in our Insight teams.
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IMV409 (October 2023 Insight forum). Many Insight teams see the primary purpose of their knowledge management system as being for Insight communication, so in this video Roy Hammond provides 5 key areas of focus for Insight leaders and teams to consider.