Online learning

IMA members have exclusive online access to our detailed best practice material, including 47 Insight leader guides and a growing library of best practice videos. Together these summarise the key principles of Insight transformation and the ideas discussed at Insight forums over the last 17 years.

The number of online licences provided to your organsation depends on the level of corporate membership which you choose.

Everyone is welcome to browse the topics, but please remember that you will need to log in before you can actually watch the videos and read the guides. You can request a new password by clicking 'member login' at the top right corner, and then 'request new password'.

If your organisation is not yet a member or you don't have an online licence, please contact us and we will be able to help you.

Please click on the quick links below or scroll down to the full library:

Insight generation guides and videos

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An introduction to successful Insight generation
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?
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How to create joined-up Insight
IMP102: If our organisations are to perform well, they need joined-up insights. This 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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How to make up the numbers
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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How to nail the business issue
IMP104: Research and analysis projects are most likely to go wrong at the very start. In this 10-page 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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How to approach Insight investigations
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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Fresh thinking on segmentation
IMP106: (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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How to manage research agencies - video
IMV106: (Feb 2022 Insight forum topic). Many Insight teams, especially those working in sectors where there is relatively little customer data, 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...
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When should we do DIY research? - video
IMV107: (Feb 2022 Insight forum topic). Smaller organisations have always done more of their research themselves and ESOMAR have reported on a growing trend for larger organisations to bring more of their research in-house too. So how should we decide whether to do DIY research?
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Segmentation: why? - video
(March 2022 Insight forum topic). James Wycherley provides an introduction to segmentation and the business purposes to which it can be used. The key message? It's a business tool, and we should first make sure we understand why it migth be useful and only then consider which approach is...
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Segmentation: how? - video
(March 2022 Insight forum topic). In this video, Tim Downing, IMA adviser and marketing lecturer at Coventry Business School, looks at the four main approaches to segmentation, and which is currently most popular with IMA members
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Segmentation case study - video
(March 2022 Insight forum topic). In this video, James Wycherley and Emma Jones provide a segmentation case study from the world of retail banking - why it was needed, how it was developed, the effort that went into communicating it around the organisation, and whether it was ultimately considered...

Insight knowledge guides and videos

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An introduction to farming Insight knowledge
IMP201: Does your Insight team hunt for data or farm insight? This 10-page Insight leader guide will make the case for the evolution of Insight teams, and introduce 5 key aspects to explore if you want to reap the benefits
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How to sow the seeds of Insight knowledge
IMP202: How to sow the seeds of Insight knowledge looks at the importance of crystallising new insights and documenting them for future use
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How to cultivate customer knowledge
IMP203: How to cultivate customer knowledge will look at the importance of cultivating joined-up insight by investing time codifying learning and then encouraging Insight team members to discuss new findings
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How to develop effective knowledge systems
IMP204: How to develop effective knowledge systems, explains the importance of knowledge management systems for every Insight team and gives Insight professionals some guidance on how to develop and maintain one effectively
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Identifying value by farming knowledge - video
IMV201: James Wycherley discusses the importance of farming knowledge to create value for your organisation - cultivating and harvesting accumulated knowledge to develop a more joined-up Insight approach.
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Developing and sharing Insight knowledge - video
IMV202: Knowledge is power! IMA adviser Emma Jones discusses the importance of developing an existing knowledge base, and creating a successful knowledge sharing culture within an Insight team
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Consolidating Insight knowledge - video
IMV203: Emma Jones discusses how to take a joined-up approach to managing existing knowledge, including some simple steps on how to pull together the pieces of the jigsaw and maximise effectiveness around Insight consolidation.
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Adopting knowledge management systems - video
IMV204: James Wycherley talks about the key benefits of Insight teams having an effective knowledge management system, in order to really engage the wider organisation and drive change within it.

Insight influence guides and videos

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An introduction to influencing decision-makers
IMP301: To change our companies’ behaviour, and for the insights our team produce to really make a difference, we need to transform our Insight team's ability to influence. This guide outlines the 5 key aspects to consider.
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How to understand decision-makers
IMP302: We cannot influence if we don't understand, and yet many Insight teams have relatively little insight on the audience for their own insight. In this 10-page guide we explore what it feels like to be a senior decision-maker in today's corporate environment.
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How to improve stakeholder relationships
IMP303: In this guide, we distill the skills involved in becoming a trusted adviser. We look at how these skills can be applied in practice in order to move from transactional and service-based relationships with decision-makers towards more trust-based relationships.
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Influencing skills for introverts
IMP304: Most Insight teams have a mix of introverts and extroverts, but our workplaces tend be designed to suit extroverts. How can can Insight leaders make the most of introverts' strengths, and make sure they are not inadvertently discriminating against them?
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Behavioural economics for Insight teams
IMP305: Behavioural economics represents a fantastic opportunity for Insight teams over the coming decade. This guide explores the core essentials Insight teams need to know in order to influence both consumer decisions and internal corporate decisions.
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How to nudge decision-makers
IMP306: A key challenge for Insight teams is how to effectively influence their internal stakeholders. This guide provides hints and tips on how to use behavioural economics to engage decision-makers with insights, providing a greater opportunity to ‘nudge’ their behaviour.
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How to successfully influence remotely
IMP307: Do the best practice principles on Insight influence still hold true now that our Insight teams are working from home? Yes they do, but the way we apply them requires more structured thinking and effort
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Fuel & friction: how to influence decision-makers
IMP308: (May 2022 Insight forum topic). There are two key elements that can impact on how ideas are adopted - fuel and friction - this guide looks at how Insight teams can overcome any resistance from decision-makers they may encounter.
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Influencing decision-makers - video
IMV301: In this video James Wycherley introduces the concept of influencing for Insight teams. He talks about the importance of influencing key decision-makers and breaks the approach down into 3 key steps.
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Building relationships remotely - video
IMV302: Lisa Dutton explores the reasons why influencing remotely might be a challenge, and how the IMA's best practice principles on understanding and improving stakeholder relationships can help Insight leader and teams.
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Tactics for influencing remotely - video
IMV303: Lisa Dutton discusses how to effectively influence stakeholders while working remotely, using a range of behavioural economics tactics.
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Fuel & friction: how to influence decision-makers - video
IMV304: James Wycherley discusses two elements that can impact on how ideas are adopted - fuel and friction - and looks at how Insight teams can overcome any resistance they may encounter (May 2022 Insight forum topic).

Insight communication guides and videos

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An introduction to successful Insight communication - guide
IMP401: In this guide we introduce you to the 6 characters of Insight communication - professionals from whom Insight teams can learn if we want to share knowledge and ideas more effectively.
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How to plan an Insight communication programme - guide
IMP402: Corporate Insight teams need to move away from a piecemeal approach to communication, and instead start to plan a top-down communication programme which considers key audiences, content and channels.
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How to structure Insight communications - guide
IMP403: Thinking like an Insight consultant not only helps communicate projects more effectively, it also shapes the thinking throughout all the stages which lead to the final recommendations
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Storytelling for Insight teams - guide
IMP404: Storytelling is probably the most widely used and effective communication tool in human history. This guide aims to demystify the process of developing an Insight narrative ,giving practical guidance on the skills to borrow from authors, journalists and editors
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Visual communication for Insight teams - guide
IMP405: When it comes to designing the look and feel of their communications and data visualisations, Insight professionals need to ‘think like a designer’. This guide outlines some practical approaches
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Driving change through communication - video
IMV401: (July 2022 Insight forum topic). In this video James Wycherley discusses the importance of effective communications to drive change in any organisation, by focusing on comm's planning, storytelling and visualisation.
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Building an Insight communications plan - video
IMV402: (July 2022 Insight forum topic). Roy Hammond discusses how communications planning is essential to any Insight team looking to achieve maximum impact with their messages.
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Telling tales at work - video
IMV404: (June 2022 Insight forum topic). Lisa Dutton discusses the power of Storytelling in an Insight team, and provides her top tips on two key areas of communication: shaping and sharing Insight stories.
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Drawing Insight pictures - video
IMV405: (June 2022 Insight forum topic). Julia Joskey explains how we are all visually wired - understanding how our brains process visual information can help Insight teams to communicate insights more effectively.

Insight strategy guides and videos

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An introduction to Insight strategy
IMP501: If we want Insight to transform our organisations' performance, we first have to transform our Insight teams. But very few companies have a comprehensive plan for making this happen. This 12-page guide sets out the reasons for having an Insight strategy and the key steps involved
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How to identify the opportunity for Insight
IMP502: A key part of having a successful Insight strategy is having a well-articulated vision for how Insight will make a difference within your organisation. This guide outlines the 6 key steps that will help you to first understand the lie of the land.
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How to define your ambition for Insight
IMP503: To develop an Insight strategy you need to understand the lie of the land, but then it is time to reflect on your ambition for Insight to change your organisation. The IMA's Insight Participation Matrix will help frame your vision for the role you want Insight to play in your company
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How to identify options for your Insight team
IMP504: Like any other department, an Insight team will operate within certain parameters, for example carrying out work of a certain type, within a certain budget. This guide lays out the 7 key choices that effective Insight teams make explicitly to define those parameters.
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How to execute an Insight strategy
IMP505: This is where the rubber hits the road - you can formulate a brilliant strategy, but unless you can execute it, you might as well not have bothered. This guide shares best practice for what is essentially organisational change management.
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How to prioritise an Insight team's work - video
IMV502: How do you prioritise your Insight team's work and resources? This is really important as it reflects the type of team you are and helps determines the role you will play this year
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New data for Insight - video
IMV503: Julia Joskey discusses the challenges faced by organisations in getting value from their data investments, and the fact that Insight has a fundamental role to play in creating the data-driven organisations of the future
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New decisions for Insight - video
IMV504: Jane Woolley examines our assumptions about the types of business decision that Insight teams set themselves up to inform, considering the 5 key sources of value.

Insight people guides and videos

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An introduction to developing successful Insight people
IMP601: As Insight leaders we are heavily reliant on the talent of our people, but relatively few companies take a really comprehensive approach to recruiting, managing and developing Insight specialists. This 10-page Insight leader guide provides an introduction to 5 key areas of focus
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How to lead an Insight team
IMP602: To successfully lead an Insight team, Insight leaders need to think like small business owners. In this guide, we examine the broad range of responsibilities of Insight leadership and present a tool which can help all who lead Insight in their organisations
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How to identify key Insight skills and attributes
IMP603: Are the right people on the bus? Successful Insight leaders make this their primary concern as for an Insight team to perform well, the calibre of its people is crucial. This guide outlines the four main categories of skills and attributes required in an Insight team.
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How to develop an Insight perspective
IMP604: According to Hans Rosling, "People constantly and intuitively refer to their worldview when thinking, guessing or learning. If your worldview is wrong, you will systematically make the wrong guesses". So how can we develop an Insight perspective to improve our organisations' worldview?
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How to recruit and develop an Insight team
IMP605: If Insight is to deliver competitive advantage, then our organisation must be at least as able as its competitors to recruit, develop and retain really good Insight people. This guides sets out the approaches which Insight leaders have found effective.
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How to develop successful Insight teamwork
IMP606: What matters most - how well you perform as an individual within an Insight team or how well the Insight team performs overall? In this guide we focus on what excellence looks like in terms of how the individual members of an Insight team work together to maximise their collective impact.
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Prioritising an Insight leader's time - video
IMV602: At the January 2022 online Insight forum we discussed the ways in which Insight leaders can prioritise our own time and energy. If we can't manage our own diaries, we're in no position to lead our Insight team

Insight positioning guides and videos

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An introduction to successful Insight positioning
IMP701: Is your Insight team in any position to drive change? To be effective, Insight teams have to strengthen their position in the hearts, minds and processes of their organisations. This 10-page Insight leader guides introduces the topic and the 4 key paths we can all explore
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How to develop the Insight team brand
IMP702: Our Insight brand is our promise to our internal customers. It tells them what they should expect from the Insight team, and what they shouldn't. This 8-page guides provides advice on how to develop the Insight brand in your organisation
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How to promote awareness of Insight
IMP703: Building awareness requires a promotional and opportunistic mindset, and Insight leaders need to look for every opportunity to highlight their team and its work. This guide helps Insight teams to be more proactive, and provides tips on how to grab people’s attention.
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How to improve your Insight team's reputation
IMP704: Reputation is the reality of the experience you deliver to your internal customers; whether you actually 'walk the talk' and do what you say on the tin. This guide discusses the importance of creating a positive reputation for your Insight team.
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Insight's role in key processes
IMP705: In order to impact key business decisions, it is important to ensure Insight is available in the 'right place at the right time' in our organisations. This guide discusses the importance of identifying key processes and aligning our Insight accordingly.
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Reassessing the position of Insight - video
IMV701: James Wycherley discusses how Insight teams are in the spotlight now more than ever following the Covid-19 pandemic, and talks about the importance of capitalising on the opportunities this has created.
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Steps to improve the position of Insight - video
IMV702: James Wycherley discusses how Insight leaders should respond to the renewed spotlight on their teams, by considering 4 key pathways to position their team's more effectively for the future.

Insight commerciality guides and videos

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An introduction to Insight commerciality
IMP801: Does your Insight team get criticised sometimes for not being sufficiently commercial? If so, you're not alone. But it's time we reframed Insight teams' approach to commerciality, and put it right at the centre of our daily work so that we can guide our organisations
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How to build a commercial foundation for Insight
IMP802: Insight teams need a commercial foundation in order to help improve their organisation’s performance. This guide explores the 4 corner stones crucial to establishing a solid commercial foundation for all the work the Insight function does.
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How to identify commercial value
IMP803: If Insight is to have the influence it should with decision-makers, Insight teams need to become “fluent in finance” – even in not-for-profit and public sector organisations. This guide lays out simple valuation techniques to help Insight teams to analyse and think in commercial terms.
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How to apply commercial thinking in Insight
IMP804: To really make an ongoing difference, an Insight team has to adopt a commercial mindset in its everyday activities, applying the understanding it has developed to the way it operates. This guide lays out the 3 key ways in which Insight teams make this business as usual.
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An introduction to Insight return on investment
IMP805: Putting a value to Insight has been a kind of Holy Grail for the industry for a long time, with the view that it can’t really be done. However, the IMA strongly believes that you can, and this guide will show you why the IMA believes so, as well as how to go about it.
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The Value of Insight
IMP806: Early in 2021 the IMA launched the Value of Insight challenge, inviting members to put a value on their Insight. We provided workshops to share the best practice principles followed by tutorials to provide help and support along the way. This guide shares the journey that we went on
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Let's talk about money - video
IMV801: Commercial thinking is vital if an Insight team is to drive value in an organisation, but all too often team struggle to adopt it - James Wycherley offers some advice on how to do this successfully .
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Value of Insight project update - video
IMV802: IMA adviser Julia Joskey discusses the 2021 Value of Insight project and shares some of the key learnings from our participants, including examples from two of our IMA members - Dow Jones and Talk Talk.