This week we’re continuing our focus on the 6th P of the Insight leader's playbook: an Insight team’s products – the output seen by the rest of the organisation.
And I’m joined by Clare Gough, an IMA associate who has led great Insight teams at SAB Miller, Daily Mail, Waitrose and Haleon.
Clare and I shared a stage at Quirk’s London in May, and we were reflecting on the amount of disruption in the corporate Insight world at this moment. Reorganisations, budget freezes, headcount cuts, senior roles disrupted… we’re seeing it all.
And – spoiler alert for next week’s roundtable episode – I personally don’t think this period of change is going to end any time soon.
In this environment, it’s particularly important to reflect on our Insight team’s output, because it’s the output that you will usually be known for. It’s what will largely dictate other departments’ views of Insight itself and the role we could play.
Clare is a great advocate for ‘Insight productisation’; identifying our core outputs, structuring them, packaging them, branding them, using test and learn to see how they land, then developing a comm’s plan to encourage more stakeholders to engage with them. She has also always had KPIs in place to measure each Insight product’s success – usually its return on investment.