How high do you want to climb?
As you may have read in the Insight leader guide IMP502: How to understand the lie of the land, company and market analysis is a critical part of the Insight strategy development process, but it doesn’t in itself define a vision for where Insight might get to.
This comes from reflecting on the situation which you are faced with and identifying your own ambition for Insight to change that situation.
This guide introduces you to the IMA's Insight Participation Matrix designed to help you define your ambition for Customer Insight as a function and a concept in your company.
To read this guide
If your organisation has Forum, Network or Digital membership of the IMA and you are are signed in, you can download the guide from the link displayed below.
If your employer is not yet a member, please contact us if you are interested.