Free articles for all Insight leaders

These are the latest articles posted by the IMA.

If you work for a corporate Insight team and you would like to receive these direct to your inbox then you can register for the IMA's free Insight community and receive 5 Minute Insights several times a month. Please click here.

If you would like to read more detail about Insight management best practice, then you might like to browse our library of 10-page Insight leader guides which can be accessed by our members whenever they like.

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Are you monitoring the right metrics?
Whether your company has been grounded throughout the lockdown or has done its best to stay airborne during the stormy weather, it needs its Insight team more than ever before to act as its pilot. But we cannot help our organisations to navigate safely unless we have our eye on the right metrics
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Online Insight forums
Next online Insight forum: Wednesday 8th July at 10am - a 20-minute presentation on how Insight teams should adapt their customer and brand metrics followed by a chance for members to discuss current challenges and share best practice ideas
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Are you right on the money?
Many of our companies are struggling, some are bouncing back, and a few are already flying. But they all need Insight more than ever before, so let’s show them the value we can add to the commercial decisions they have to make. Is your Insight right on the money?
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In search of the real why
Do you understand why you make the decisions that you make? How well does your organisation understand why its customers make their choices? If we don't understand the real why we will never be able to predict what consumers will do next
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Time to think about strategy
If we want Insight to transform our organisations' performance, then we first need to transform Insight. If the coronavirus lockdown has disrupted your normal research and analysis activity, could this be an opportunity to think about a strategic plan for your Insight team?
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The evolution to Insight farming
The coronavirus crisis may represent a moment of evolution for Insight teams, the time when we evolve from being data hunters to the farmers of Insight knowledge. There has never been a greater appetite for us to synthesise everything we know and build a joined-up view across many sources
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How to approach Insight investigations
Corporate Insight professionals are having to reassess the way they conduct market research and analysis. In times of turmoil we need to think creatively, but we also need to remember the key principles. So what are the key principles of running Insight investigations?
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Making up the numbers
Does your Insight team make up the numbers? If it doesn't, it should! Here are 4 ways in which corporate Insight teams can use this skill to develop better perspective, enhance our agility, and give us greater confidence and credibility with decision-makers
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What's the purpose of Insight?
In last week’s 5 Minute Insight email we defined insights and insight. Presumably it follows that an Insight team spends its time producing a combination of insights and insight? I think the best answer to that is: sometimes! Let me explain.
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Online memberships now available
Your organisation can now become a member of the IMA for as little as £179. This includes an online account with unlimited access to the IMA's growing library of Insight leader guides. For a full list of guides, please read on.
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What is Insight?
If you’re reading this, there’s a good chance that you work in an Insight team. So what are insights? Is it important to define them? Yes, the IMA believe it's critical if we want to make our insights make a difference in our organisations
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Business success is MADE in Insight
If our organisations are to succeed, they need joined-up insights. The IMA's MADE in Insight model underpins the creation of a joined-up story about how consumers in our market become customers of our organisation and create value for it.