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

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Is self-serve making your working life better or worse?
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The Insight Narrator's guide to making your content simple and therefore much easier to share
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Insight teams who develop an insight strategy that aligns with their organisation’s strategic agenda are much more likely to have a champion at a senior level.
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Sally Webb takes a look at Vijay Raj's (Unilever) 'LEAD' acronym for guiding insight approaches in a rapidly changing world
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Are basic errors getting in the way of the message you are trying to put out? Caroline, The Insight Narrator, shares her editorial checklist
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Suzanne Jones, The Trends Observatory, takes a look at the part consumer reviews play in the path to purchase
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Using written material can be a good way to stimulate interaction says the Insight Narrator, Caroline Florence
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Juliet Jessop reviews the latest IM Benchmarking results
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Ensuring your insights are passed on
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According to Caroline Florence, the Insight Narrator, adding impact to the end of your content will ensure your audience remember your message
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If you aren’t sure whether IM Forum membership is for you, you might want to talk to us about the standalone services that the IMA can provide.
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The effectiveness of examples, metaphors and case studies