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 visualise our insight for maximum impact?
Want to make your insight communications more engaging, easier to understand and more persuasive? Think like a designer. Napoleon Bonaparte said that ‘a good sketch is better than a long speech’, but do you know why that’s true? Why are visuals important when communicating key messages?
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Can I tell you a story?
We all know that stories are powerful, probably the most widely used and effective communication tool in human history. They have helped whole societies to develop a narrative around how they came to...
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Members' update, October 2019
A quick update for our members this month, including a new guide to successful Insight positioning, our latest best practice research, and the next Insight Forum in London - would you like to join us?
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CX & Insight Leaders
The IMA is delighted to announce that we are partnering with the CX & Insight Leaders event, and we can offer all members of our Insight Community a 20% discount on tickets, with FREE entry for the IMA's corporate members.
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How can we position Insight for success?
The most effective Insight teams succeed in identifying and occupying an optimal position in the hearts, minds and processes of the wider company. Is your Insight team in any position to guide its organisation? This is the topic for the next Insight Forum meeting in London on 27th November
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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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How can we nail the business issue?
Most Insight projects go wrong before they have ever started because our analysts and researchers do not nail the underlying business issue. The IMA has a 3-step RED process to help.
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Members' update, September 2019
A quick update on recent IMA research, publications, training and events, including our recent focus on Insight communication, storytelling and visualisation. For more information please email info@insight-management.org
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A tale of two cities
The ESOMAR Congress in Edinburgh and the Insight Forum in London provided a rare opportunity to a review the shape and health of our Insight profession. Companies now spend $80bn a year on Insight, and the future is bright, but only if we focus on the right things.
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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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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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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.