Insight generation

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?

For an introduction to this topic, you might like to watch James Wycherley's 12-minute video, Identifying value by generating new insights

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Insight generation guides and videos

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An introduction to successful Insight generation
IMP101: Most If your organisation has a corporate membership with the IMA, and you have an online account to access member content, then you can read the guide now by clicking on the link below....
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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: 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: 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 how can we manage agency...
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When should we do DIY research? - video
IMV107: 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
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 appropriate
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Segmentation: how? - video
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
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 a success