Insight generation

The first imperative for any Insight team is that it routinely identifies value for its organisation by generating new, joined-up insights that focus on the underlying business issue. This section provides best practice advice aimed at helping Insight teams be more effective in generation.

You can explore this best practice territory by clicking on the tiles below to access all our guides, summaries and videos.

Many of these topics are also discussed in Season 1 of the Transforming Insight podcast (see episodes 5-7 & 9).

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Insight generation guides and videos

An introduction to successful Insight generation - guide

IMP101: Most people would say that the primary role of an Insight team is to generate new insights. But what are insights? And how should Insight teams set about generating them? This guide summarises a number of key principles and new ideas on Insight generation.

How to create joined-up Insight - guide

IMP102 (April 2020 Insight forum): If our organisations are to perform well, they need joined-up insights. This Insight leader guide introduces the IMA's 'MADE in Insight' model which Insight teams can use as a framework for creating more contextualised observations.

How to make up the numbers - guide

IMP103: Does your Insight team make up the numbers? Of course not! We're all professionals aren't we? But the reality is that corporate Insight teams have to balance our natural desire for perfect data with our stakeholders' need to take quick decisions.

How to nail the business issue - guide

IMP104: Research and analysis projects are most likely to go wrong at the very start. In this Insight leader guide, we take you through the IMA's 3-step RED process designed to ensure that Insight teams nail the underlying business issue at the start of every project

How to approach Insight investigations - guide

IMP105: Are you a Columbus or a Columbo? Once we have nailed the real business issue, how should corporate Insight professionals approach the investigation itself? This Insight leader guide will explore 4 key stages.

How to manage research agencies - guide

IMP106: (February 2022 Insight forum topic). Many Insight teams have a heavy reliance on agencies to collect and interpret survey data, however it is rare for Insight teams to have been trained in supplier management. So how can we manage agency relationships more effectively?

When should we do DIY research? - guide

IMP107: (February 2022 Insight forum topic). In recent years we have seen a growing trend for organisations to bring more of their research in-house. But how do we decide how much focus to place on outsourcing vs. DIY research?

Fresh thinking on segmentation - guide

IMP108: (March 2022 Insight forum topic). Segmentation is still an endless source of fascination and debate amongst Insight leaders. This guide discusses how segmentation is once again having a moment and shares some key considerations for Insight leaders.

Saying no, nicely - guide

IMP112: (February 2023 Insight forum topic): This Insight leader guide provides advice on when it might be the right decision to turn down an Insight request, we discuss strategies for saying no, and give some hints and tips on how to do it all 'nicely'!

Developing a customer instinct - guide

IMP114 (February 2024 Insight forum) In this guide, we discuss the importance of customer instinct and look at how Insight teams can help to bring colleagues closer to customers through a programme of activities.

How to manage research agencies - summary

IMS106: (February 2022 Insight forum topic). Many Insight teams have a heavy reliance on agencies to collect and interpret survey data, however it is rare for Insight teams to have been trained in supplier management. So how can we manage agency relationships more effectively?

When should we do DIY research? - summary

IMS107: (February 2022 Insight forum topic). In recent years we have seen a growing trend for organisations to bring more of their research in-house. But how do we decide how much focus to place on outsourcing vs. DIY research?

Fresh thinking on segmentation - summary

IMS108: (March 2022 Insight forum topic). Segmentation is still an endless source of fascination and debate amongst Insight leaders. This 1-page summary shares some key considerations on the topic.

Responding to requests - summary

IMS111: (February 2023 Insight forum topic). This 1-page summary provides some best practice advice on how to respond to insight requests most effectively - we suggest taking a consultancy approach to turn raw requests into valuable business questions.

Saying no, nicely - summary

IMS112: (February 2023 Insight forum topic): This 1-page summary provides advice on when it might be the right decision to turn down an Insight request, we discuss strategies for saying no, and give some hints and tips on how to do it all 'nicely'!

Developing a customer instinct - summary

IMS114 (February 2024 Insight forum) In this 1-page summary, we discuss the importance of customer instinct and look at how Insight teams can help to bring colleagues closer to customers through a programme of activities.

Identifying value by generating new insights - video

IMV101: Most people would say that the primary role of an Insight team is to generate new insights. But what are insights? And how should Insight teams set about generating them? This video summarises a number of key principles and new ideas on Insight generation.

How to create joined-up Insight - video

IMV102 (April 2020 Insight forum): If our organisations are to perform well, they need joined-up insights. This video introduces the IMA's 'MADE in Insight' model which Insight teams can use as a framework for creating more contextualised observations.

How to make up the numbers - video

IMV103 (April 2020 Insight forum): Does your Insight team make up the numbers? Of course not! We're all professionals aren't we? But the reality is that corporate Insight teams have to balance our natural desire for perfect data with our stakeholders' need to take quick decisions.

How to nail the business issue - video

IMV104 (April 2020 Insight forum): Research and analysis projects are most likely to go wrong at the very start. In this Insight leader guide, we take you through the IMA's 3-step RED process designed to ensure that Insight teams nail the underlying business issue at the start of every project

Detective skills for Insight teams - video

IMV105 (November 2020 Insight forum) In this video Julia Joskey discusses diamond shape thinking and proposes a 3-step approach that Insight teams can use to enhance their Insight investigations.

How to manage research agencies - video

IMV106: (February 2022 Insight forum topic). Many Insight teams have a heavy reliance on agencies to collect and interpret survey data, however it is rare for Insight teams to have been trained in supplier management. So how can we manage agency relationships more effectively?

When should we do DIY research? - video

IMV107: (February 2022 Insight forum topic). In recent years we have seen a growing trend for organisations to bring more of their research in-house. But how do we decide how much focus to place on outsourcing vs. DIY research?

Segmentation: why? - video

IMV108: (March 2022 Insight forum topic). Segmentation is a business tool, and we should first make sure we understand why it might be useful before choosing our approach. This video provides an introduction to segmentation and the business purposes to which it can be used.

Segmentation: how? - video

IMV109: (March 2022 Insight forum topic). After considering the main business purpose for any segmentation we next need to think about how to approach it. This video looks at the four main approaches to segmentation, and which is currently most popular with IMA members.

Segmentation case study - video

IMV110: (March 2022 Insight forum topic). This video provides a case study from financial services - looking at why segmentation was needed, how it was developed, the effort that went into communicating it, and whether it was ultimately considered a success.

Responding to requests - video

IMV111: (February 2023 Insight forum topic). Julia Joskey provides some best practice advice on how to respond to insight requests most effectively - she suggests taking a consultancy approach to turn raw requests into valuable business questions.

Saying no, nicely - video

IMV112: (February 2023 Insight forum topic): Tim Downing provides advice on when it might be the right decision to turn down an Insight request, he discusses strategies for saying no, and gives some hints and tips on how to do it all 'nicely'!

Forecasting the future - video

IMV113 (August 2020 Insight forum): In this video, Julia Joskey discusses the challenges associated with foresight and trends forecasting work, and advises on 5 key principles that can be adopted to approach foresight successfully.

Developing a customer instinct - video

IMV114 (February 2024 Insight forum) In this video, Debra Walmsley discusses the importance of customer instinct and look at how Insight teams can help to bring colleagues closer to customers through a programme of activities.