Identifying value: generation and knowledge

The first imperative for any Insight team is that it routinely identifies value for its organisation by generating new, joined-up insights and developing big picture customer and market knowledge.

On this page you will find all the IMA's Insight leader guides relating to generating joined-up insights and developing knowledge.

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Insight generation guides and videos

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IMP101: 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?
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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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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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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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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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IMP106: (March 2022 Insight forum topic). 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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IMV106: (Feb 2022 Insight forum topic). 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...
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IMV107: (Feb 2022 Insight forum topic). 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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(March 2022 Insight forum topic). 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...
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(March 2022 Insight forum topic). 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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(March 2022 Insight forum topic). 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...

Insight knowledge guides and videos

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IMP201: Does your Insight team hunt for data or farm insight? This 10-page Insight leader guide will make the case for the evolution of Insight teams, and introduce 5 key aspects to explore if you want to reap the benefits
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IMP202: How to sow the seeds of Insight knowledge looks at the importance of crystallising new insights and documenting them for future use
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IMP203: How to cultivate customer knowledge will look at the importance of cultivating joined-up insight by investing time codifying learning and then encouraging Insight team members to discuss new findings
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IMP204: How to develop effective knowledge systems, explains the importance of knowledge management systems for every Insight team and gives Insight professionals some guidance on how to develop and maintain one effectively
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IMV201: James Wycherley discusses the importance of farming knowledge to create value for your organisation - cultivating and harvesting accumulated knowledge to develop a more joined-up Insight approach.
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IMV202: Knowledge is power! IMA adviser Emma Jones discusses the importance of developing an existing knowledge base, and creating a successful knowledge sharing culture within an Insight team
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IMV203: Emma Jones discusses how to take a joined-up approach to managing existing knowledge, including some simple steps on how to pull together the pieces of the jigsaw and maximise effectiveness around Insight consolidation.
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IMV204: James Wycherley talks about the key benefits of Insight teams having an effective knowledge management system, in order to really engage the wider organisation and drive change within it.