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Welcome to the latest articles written by the IMA's directors and associates.

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How important is branding to your organisation? Have you helped test and develop brand values, authenticity and positioning? Most Insight teams are involved in this kind of activity – but what about their own brand?
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A couple of weeks ago, we looked at whether Insight functions of some major companies had the wind in their sails. But what about working 'on' your Insight function rather than in it? Is a more impactful revolution possible?
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The IMA's Insight Leader Survey reveals whether an organisation's Insight function has the wind in its sails or is falling behind its peers. Over 40 leading companies have taken part so far, and it is now free for all IMA client-side members.
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Insight communication is critical to all Insight teams' ability to drive change. A great insight badly communicated will sink without trace. But even a reasonable insight brilliantly communicated can spread like wildfire.
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Insight teams ability to influence senior decision makers is critical to their success. If nobody acts differently as a result of the research and analysis you have done, then what was the point of doing it? Insight Influence is the 7th of the 8 territories explored using the Insight Roadmap.
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Many Insight teams spend nearly all their time looking for new insights and view managing and leveraging their existing knowledge as a luxury. But there is always more value to unlock in accumulated insight than in the data you have gathered and analysed in the last month.
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New insight generation is the main focus for most Insight teams, but how many organisations approach research and analysis projects in the right way? What are the 3 steps that every organisation should follow? And the pitfalls to avoid?
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Does the advent of Big Data, and all the sophisticated analytics it requires, pose a great opportunity for Insight? Or is it a big threat? The IMA believe that if you have developed your Insight capability and positioned it correctly, then it’s going to be a great time to be in Insight.
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Insight People is the 4th territory to explore using the IMA's Insight Roadmap. Every organisation should give serious thought to Insight leadership and teamwork, the roles and structures they put in place, and the ability of the professionals they recruit and develop.
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Most Insight teams are in no position to guide their organisations. You can invest in great analysts and researchers, fabulous data and technology, but if your team does not occupy a good position in the minds and processes of your organisation, Insight will never make much of a difference.
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Most Insight teams exist to maximise production of insight, and they are run with a service mentality. We think it is time to change the focus to maximising the use, impact and value of insight - a shift in mindset that ultimately requires a clear Insight Strategy
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Last week we introduced a new roadmap for insight management, defining the 8 key territories that all effective Insight teams must explore. This week, we look at the 1st territory, insight commercialisation.