How to apply commercial thinking in Insight

Use it or lose it

An Insight team should aspire to help its organisation become more commercial by contributing quantified understanding about the financial implications of customer behaviour and the market
situation.

As you will have seen in the previous commerciality guides, an Insight team has to start by developing a commercial foundation for all its work. These measures in themselves can make a significant difference for an organisation, and simultaneously raise the profile of an Insight team and enhance its reputation for commercial thinking.

However, to really make an ongoing difference, an Insight team also has to adopt a commercial mindset in its everyday activities, applying the understanding it has developed to the way it operates each week.

This guide will take you through the three key ways in which Insight teams should adopt a more commercial approach to their ways of working, along with a case study to bring it to life.

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