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.

IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
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?
IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
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
IMA Red Apostrophe Icon
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.
IMA Red Apostrophe Icon
Insight and information can and should create value. In this article, we outline the 8 key territories which effective Insight teams explore to unlock it.
IMA Red Apostrophe Icon
Purple Market Research founder Stephen Bairfelt talks through the main challenges and benefits of conducting desk research to inform decision making
IMA Red Apostrophe Icon
Do decision makers in your organisation involve you early on, reach for your advice, and act on your recommendations? Influencing decision makers is a challenging topic that will be examined in some detail at the next meeting of the IM Forum. Here we share some of the key highlights.