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.

If you would like to read more detail about Insight Management best practice, then you might like to browse our online library of guides, videos and 1-page summaries which can be accessed by IMA members whenever they like.

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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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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.
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Transform your Insight team
If we really want to create Insight-driven organisations, we first have to transform our Insight teams and the role they play. Watch our IMA video to learn more about what we do and why it is so important for Insight leaders.
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Uncertain times, hidden opportunities
There’s never been a more testing time to work in business, but in a year's time we may look back and realise that this period actually represented a hidden opportunity. If you’re an Insight specialist now working from home, how should you make the most of your time? 
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How can we nail the business issue?
Most Insight projects go wrong before they have ever started because our analysts and researchers do not nail the underlying business issue. The IMA has a 3-step RED process to help.
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Can I tell you a story?
We all know that stories are powerful, probably the most widely used and effective communication tool in human history. They have helped whole societies to develop a narrative around how they came to exist and what they are striving to achieve. 
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Insight forum in London
The Insight forum has met in London since 2005, providing corporate Insight leaders with a unique opportunity to hear new ideas and share best practice. The next meeting had been scheduled for 10th June, but during the coronavirus restrictions the IMA will provide online Insight forums
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Insight forum in Manchester
The IMA launched a new programme of Insight forums in Manchester in February 2020, and these will resume as soon as the coronavirus restrictions have been lifted. In the meantime, the IMA will provide members with a series of short online Insight forums to share new ideas and discuss best practice
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Members' update, February 2020
It's been a busy few weeks here at the IMA as 2020 has already seen the launch of our new Manchester Insight forum, a new programme of open courses and a partnership at the recent Quirk's event in London.
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The best decade ever for Insight
This new decade will be the best time ever to work in Customer and Market Insight, but are you ready to seize the opportunities ahead? Here's a 4-point plan for this year to help you to turn your company into an Insight-driven organisation this decade.