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 updates several times a month. Please click here.

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Lies, damned lies, and statistics
Do you worry that in an era of fake news, the use of data to solve problems is getting a bad reputation and that many people's instinctive reaction to the latest headlines now echoes Mark Twain's famous line: "There are three kinds of lies: lies, damned lies, and statistics"?
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Transforming Insight programme
The IMA has launched a new Transforming Insight programme, a series of online workshops for corporate Insight professionals. Both members and non-members can book individual places, however our corporate members may receive a number of free or discounted places
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How has Insight leadership changed?
If you lead a corporate Insight team, how have you approached your role during lockdown? Have you prioritised the same tasks as before? Have you adopted new habits and changed your focus? Have you made explicit decisions about how you spend your time? And what does this say about you?
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How can we develop foresight?
How can your Insight team produce foresight? What are the key challenges? Have these become greater or less important over recent months? If you believe that foresight should be a priority for your Insight team, there are 5 key principles that you should consider
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Flexible support for Tier 1 members
Today we're announcing a range of changes to our Tier 1 membership benefits including up to 30 open course places on our webinars or up to 20 hours of dedicated support - or a combination of the two! We hope this will help Tier 1 members to embed key behaviours, mindsets and understanding
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Members' update, summer 2020
All our corporate Insight teams are findings themselves in the spotlight this summer. How can we adapt to new circumstances whilst remaining true to key principles? There are some great examples we can learn from, so here are the latest ways of keeping up to speed with best practice
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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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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?