How to nail the business issue

All in the mind-set

Do you feel that the process of generating new insights is shrouded in mystery?

At the IMA, we don't think it is that complicated and that it is perfectly possible for intelligent people to draw commercially useful conclusions and recommendations from data and observation.

To do so, we need to change our mindset, and improve our ability to nail the underlying business issue that needs to be solved. Ultimately, if our teams want to generate insights that solve business issues, we have to move away from taking data requests and research briefs and move towards understanding the underlying business issue.

In this guide, we take you through the IMA's three-step RED process designed to ensure that Insight teams nail the underlying issue with much greater consistency - Reflect, Engage, Diagnose.

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. Please remember that you will need to log in before you can access member content.

If you're not sure whether your employer is a member, or if you would like to arrange to have online access, please contact us and we will be able to help you.

Other guides in the series

Insight leader guides: generation