How to build a commercial foundation for Insight

Sustainable Commercial Success

A company cannot expect sustainable commercial success unless it develops and leverages an expert understanding of its own operational performance, its customers’ behaviour, and the financial outcome of customers’ interaction with the organisation.

This is very unlikely to happen in a large company if the Insight function doesn’t build a commercial foundation for all its work.

But what does a commercial foundation look like?

From its work with Insight teams from across all industry sectors in the UK, Europe and North America, the IMA has identified the four cornerstones crucial to building a commercial foundation for all the work an Insight team does. This guide outlines the body of knowledge and understanding required.

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.

Other guides in the series

Insight commerciality guides