Insight Knowledge is the label which the IMA gives to the accumulated understanding created by joining the dots across lots of individual Insight projects. It’s the activity which paints a consolidated picture of customers and the market, and the implications for the organisation.
No Insight team can be effective without the ability to generate new insights. But there is usually more value in the accumulated knowledge than there is in a single new analysis or research project.
Until the first title in this series is available, you can refer to the existing best practice report for this territory. We will alert our members whenever we publish new guides.
To explore the other 7 territories of the IMA's Insight roadmap, visit the Insight leader guide - main page.
For more information, please contact us.