Free articles

These are the latest articles written by the IMA's directors and associates.

If you would like to receive these direct to your inbox then you can register your company for the IMA's free Insight Community and receive 5 Minute Insights every fortnight. Please click here.

If you would like to read about the IMA's more detailed best practice work, then you might like to look at our library of 10-page Insight leader guides which can be accessed by Digital, Network and Forum members whenever they like.

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How can we nudge internal decision-makers?
One of our favourite books this summer was Richard Shotton's The Choice Factory. Richard's focus is on understanding the biases which influence consumer choices, but the IMA is just as interested in the biases which affect internal decision-makers' choices.
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Members' update, August 2019
A short summary of IMA activity this month, including best practice research on Insight communication, free Insight benchmarking, and 20% discounts on tickets for the ESOMAR Congress in Edinburgh.
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Does anyone listen to your insights?
As Insight leaders we all know that there is no point doing any analysis or market research unless our insights drive change in our organisations. But we are not communication professionals, so how can we think more creatively to get our messages across?
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Discount for ESOMAR Congress
The IMA is delighted to announce that it is partnering with ESOMAR for their annual Congress, this year to be held in Edinburgh from 8th to 11th September. We are able to offer all members of our Insight Community a 20% discount on tickets.
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How can we introverts thrive in an extrovert world?
Many of the working practices that have developed in our offices implicitly favour extroverts over introverts, which can be a problem for Insight teams as many of our analysts and researchers are likely to be introverts. How can we Insight leaders help our introverts to thrive?
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Next Insight Forum event in London
The next all-day meeting of the Insight Forum will take place at the Amba Hotel, Charing Cross on Wednesday 11th September. The topic will be Insight communication, Insight storytelling and Insight visualisation. Small number of guest places available if you are interested in joining.
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What insight do we have on our decision-makers?
Just like a company needs to understand its customers if it’s going to influence their behaviour, so our Insight teams need to understand our internal customers if we’re going to influence their decisions. 
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Insight team summer school 2019
The IMA's Insight team summer school in London will start with 1-day workshops on three key topics - Insight commerciality, developing stakeholder relationships, and structuring Insight communications. Email training@insight-management.org this week to secure your places
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What is your ambition for Insight?
Just how high do you want to climb? And what does this mean for your ambition for Insight? And for the role it could play in your company's future success? Ambition is not something often discussed in Insight circles, but it's worth taking some time out this summer to reflect on it.
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How can we influence decision-makers?
There's no point doing any customer analysis or market research unless it drives change. But this only happens if our Insight specialists develop their influencing skills. What do the most successful Insight teams do to make this happen?
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Does your company have an Insight perspective?
Does your company have a comprehensive worldview which accurately reflects fundamental truths about its relationships with customers? Or is your Insight team on a mission to fight devastating ignorance and provide senior decision-makers with an Insight perspective?
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How do you develop successful Insight people?
Clever analysts, incisive researchers, creative Insight managers... these people can bring joy to working in an Insight team and unlock a world of potential for organisations who want to use customer and market understanding to improve business performance. But how many Insight teams have a plan...