Insight Management Academy

The IMA is the world's leading authority on transforming corporate Insight teams. We provide our members with inspiration and guidance through:

Advice: for any Insight leader, whether you are new to your role or an experienced director wanting to transform a well-established Insight team

Benchmarking: starting with a free survey to help you understand how your Insight team compares to 150+ others on 32 key aspects of Insight management

Publishing: free 5 Minute Insight emails to challenge your thinking, and an online library of 10-page Insight leader guides to help our members

Training: a comprehensive range of workshops, now including Storytelling, Visual communication, Commercial thinking, and Consultancy skills for Insight teams.

Forums: the IMA's Insight forum has met for over 15 years, providing a safe space for the Insight leaders from organisations like McDonalds, Tesco, ebay, and Kraft-Heinz to share challenges and hear the IMA's latest thinking.

We offer a range of membership options to suit different organisations. If you would like to find out more about how the IMA can help you to transform your Insight team, click here.

What’s new from the IMA?

Are you right on the money?

Many of our companies are struggling, some are bouncing back, and a few are already flying. But they all need Insight more than ever before, so let’s show them the value we can add to the commercial decisions they have to make. Is your Insight right on the money?

Online Insight forums

Next online Insight forum: Wednesday 8th July at 10am - a 20-minute presentation on how Insight teams should adapt their customer and brand metrics followed by a chance for members to discuss current challenges and share best practice ideas

In search of the real why

Do you understand why you make the decisions that you make? How well does your organisation understand why its customers make their choices? If we don't understand the real why we will never be able to predict what consumers will do next

Time to think about strategy

If we want Insight to transform our organisations' performance, then we first need to transform Insight. If the coronavirus lockdown has disrupted your normal research and analysis activity, could this be an opportunity to think about a strategic plan for your Insight team?

The evolution to Insight farming

The coronavirus crisis may represent a moment of evolution for Insight teams, the time when we evolve from being data hunters to the farmers of Insight knowledge. There has never been a greater appetite for us to synthesise everything we know and build a joined-up view across many sources

How to approach Insight investigations

Corporate Insight professionals are having to reassess the way they conduct market research and analysis. In times of turmoil we need to think creatively, but we also need to remember the key principles. So what are the key principles of running Insight investigations?

Making up the numbers

Does your Insight team make up the numbers? If it doesn't, it should! Here are 4 ways in which corporate Insight teams can use this skill to develop better perspective, enhance our agility, and give us greater confidence and credibility with decision-makers

What's the purpose of Insight?

In last week’s 5 Minute Insight email we defined insights and insight. Presumably it follows that an Insight team spends its time producing a combination of insights and insight? I think the best answer to that is: sometimes! Let me explain.

Online memberships now available

Your organisation can now become a member of the IMA for as little as £179. This includes an online account with unlimited access to the IMA's growing library of Insight leader guides. For a full list of guides, please read on.

What is Insight?

If you’re reading this, there’s a good chance that you work in an Insight team. So what are insights? Is it important to define them? Yes, the IMA believe it's critical if we want to make our insights make a difference in our organisations

Business success is MADE in Insight

If our organisations are to succeed, they need joined-up insights. The IMA's MADE in Insight model underpins the creation of a joined-up story about how consumers in our market become customers of our organisation and create value for it.

Transform your Insight team

If we really want to create Insight-driven organisations, we first have to transform our Insight teams and the role they play. Watch our IMA video to learn more about what we do and why it is so important for Insight leaders.

Join the IMA to share challenges and ideas with some of the most progressive organisations in the UK, Europe and North America

Welcome to the Insight Management Academy

What’s new from the IMA?

Join the IMA to share challenges and ideas with some of the most progressive organisations in the UK, Europe and North America