Driving change: influence and communication

There is no point doing market research or customer analysis unless it drives change, but that depends at least as much on how insight is shared as on how it is generated. 

On this page you will find all the IMA's Insight leader guides relating to influencing decision-makers and communicating insight.

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Insight influence guides and videos

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IMP301: To change our companies’ behaviour, and for the insights our team produce to really make a difference, we need to transform our Insight team's ability to influence. This guide outlines the 5 key aspects to consider.
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IMP302: We cannot influence if we don't understand, and yet many Insight teams have relatively little insight on the audience for their own insight. In this 10-page guide we explore what it feels like to be a senior decision-maker in today's corporate environment.
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IMP303: In this guide, we distill the skills involved in becoming a trusted adviser. We look at how these skills can be applied in practice in order to move from transactional and service-based relationships with decision-makers towards more trust-based relationships.
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IMP304: Most Insight teams have a mix of introverts and extroverts, but our workplaces tend be designed to suit extroverts. How can can Insight leaders make the most of introverts' strengths, and make sure they are not inadvertently discriminating against them?
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IMP305: Behavioural economics represents a fantastic opportunity for Insight teams over the coming decade. This guide explores the core essentials Insight teams need to know in order to influence both consumer decisions and internal corporate decisions.
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IMP306: A key challenge for Insight teams is how to effectively influence their internal stakeholders. This guide provides hints and tips on how to use behavioural economics to engage decision-makers with insights, providing a greater opportunity to ‘nudge’ their behaviour.
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IMP307: Do the best practice principles on Insight influence still hold true now that our Insight teams are working from home? Yes they do, but the way we apply them requires more structured thinking and effort
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IMP309: (May 2022 Insight forum topic). There are two key elements that can impact on how ideas are adopted - fuel and friction - this guide looks at how Insight teams can overcome any resistance from decision-makers they may encounter.
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IMV301: In this video James Wycherley introduces the concept of influencing for Insight teams. He talks about the importance of influencing key decision-makers and breaks the approach down into 3 key steps.
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IMV307: Lisa Dutton explores the reasons why influencing remotely might be a challenge, and how the IMA's best practice principles on understanding and improving stakeholder relationships can help Insight leader and teams.
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IMV308: Lisa Dutton discusses how to effectively influence stakeholders while working remotely, using a range of behavioural economics tactics.
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IMV309: James Wycherley discusses two elements that can impact on how ideas are adopted - fuel and friction - and looks at how Insight teams can overcome any resistance they may encounter (May 2022 Insight forum topic).

Insight communication guides and videos

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IMP401: In this guide we introduce you to the 6 characters of Insight communication - professionals from whom Insight teams can learn if we want to share knowledge and ideas more effectively.
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IMP402: This guide discusses the importance of Insight teams establishing 'air traffic control' by developing a communications plan, and it offers 8 practical steps to approach a plan effectively.
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IMP403: Thinking like an Insight consultant not only helps communicate projects more effectively, it also shapes the thinking throughout all the stages which lead to the final recommendations
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IMP404: Storytelling is probably the most widely used and effective communication tool in human history. This guide aims to demystify the process of developing an Insight narrative ,giving practical guidance on the skills to borrow from authors, journalists and editors
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IMP405: When it comes to designing the look and feel of their communications and data visualisations, Insight professionals need to ‘think like a designer’. This guide outlines some practical approaches
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IMV401: (July 2022 Insight forum topic). In this video James Wycherley discusses the importance of effective communications to drive change in any organisation, by focusing on comm's planning, storytelling and visualisation.
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IMV402: (July 2022 Insight forum topic). In this video, Roy Hammond discusses the importance of Insight teams establishing 'air traffic control' by developing a communications plan, and it offers 8 practical steps to approach a plan effectively.
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IMV405: (June 2022 Insight forum topic). Julia Joskey explains how we are all visually wired - understanding how our brains process visual information can help Insight teams to communicate insights more effectively.
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IMV406: (June 2022 Insight forum topic). Lisa Dutton discusses the power of Storytelling in an Insight team, and provides her top tips on two key areas of communication: shaping and sharing Insight stories.