Member content

IMA members have exclusive access to our online library of best practice material which now includes over 90 Insight leader guides and videos. These summarise the key principles of Insight transformation and the ideas discussed at Insight forums over the last 18 years.

Please feel free to browse the topics, but you will need to be logged in to watch the videos and read the guides.

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If your organisation is not yet a member or you don't have an online licence, please contact us and we will be able to help you.

You can click on the quick links below or scroll down to the full library:

Insight transformation guides and videos

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Transforming Insight - guide
IMP001: This Insight leader guide talks about three major developments that have created opportunities for Insight teams, and it introduces 4 key aspects and 8 best practice territories that Insight leaders and teams can use on their journey to Insight transformation
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Leading Insight - guide
IMP002: (September 2022 Insight forum topic). This Insight leader guide discusses the importance of entrepreneurial leadership and introduces the Insight playbook - aimed at helping Insight leaders to develop and share ideas for managing and transforming our teams
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Insight playbook - template
IMP003 In this section we provide Insight leaders with a template for the IMA's Insight playbook; a concept which we introduced in our Leading Insight guides and videos.
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Achievements & ambitions - summary
IMS003: (January 2023 Insight forum). We highlight how important it is for Insight leaders to reflect on their achievements and ambitions for transforming Insight at the start of each new year and present the 9Ps from the Insight playbook as a tool for structuring our thinking.
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Transforming Insight - video
IMV001: In this video, James Wycherley discusses three major developments that have created opportunities for Insight teams, and he introduces 4 key aspects and 8 best practice territories that Insight leaders and teams can use on their journey to Insight transformation
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Leading Insight - video
IMV002: (September 2022 Insight forum topic). In this video, James Wycherley discusses the importance of entrepreneurial leadership and he introduces the Insight playbook - aimed at helping Insight leaders to develop and share ideas for managing and transforming our teams
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Achievements for Insight - video
IMV003: (January 2023 Insight forum). James Wycherley discusses how important is it for Insight leaders to reflect on their achievements in transforming Insight at the start of each new year, and he talks through the 9Ps from the Insight playbook as a tool for structuring our thinking.
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Ambitions for Insight - video
IMV004: (January 2023 Insight forum). James Wycherley discusses how important is it for Insight leaders to look forward and think about their ambitions for transforming Insight in the year ahead, and he talks through the 9Ps from the Insight playbook as a tool for structuring our thinking.

Insight generation guides and videos

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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.
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How to create joined-up Insight - guide
IMP102: 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.
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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.
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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
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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.
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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?
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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?
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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.
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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?
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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?
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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.
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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.

Insight knowledge guides and videos

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An introduction to farming Insight knowledge - guide
IMP201: Does your Insight team hunt for data or farm insight? This Insight leader guide will make the case for the evolution of Insight teams, and introduce 5 key aspects to explore if you want to reap the benefits
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How to sow the seeds of Insight knowledge - guide
IMP202: How to sow the seeds of Insight knowledge looks at the importance of crystallising new insights and documenting them for future use.
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How to cultivate customer knowledge - guide
IMP203: In this Insight leader guide we discuss the importance of cultivating joined-up insight by investing time codifying learning and then encouraging Insight team members to discuss new findings.
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How to develop effective knowledge systems - guide
IMP204: How to develop effective knowledge systems, explains the importance of knowledge management systems for every Insight team and gives Insight professionals some guidance on how to develop and maintain one effectively.
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Identifying value by farming knowledge - video
IMV201: James Wycherley discusses the importance of farming knowledge to create value for your organisation - cultivating and harvesting accumulated knowledge to develop a more joined-up Insight approach.
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Developing and sharing Insight knowledge - video
IMV202: Knowledge is power! IMA adviser Emma Jones discusses the importance of developing an existing knowledge base, and creating a successful knowledge sharing culture within an Insight team
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Consolidating Insight knowledge - video
IMV203: Emma Jones discusses how to take a joined-up approach to managing existing knowledge, including some simple steps on how to pull together the pieces of the jigsaw and maximise effectiveness around Insight consolidation.
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Adopting knowledge management systems - video
IMV204: James Wycherley talks about the key benefits of Insight teams having an effective knowledge management system, in order to really engage the wider organisation and drive change within it.

Insight influence guides and videos

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An introduction to influencing decision-makers
IMP301: To change our companies’ behaviour, and for the insights our team produce to really make a difference, we need to transform our Insight team's ability to influence. This guide outlines the 5 key aspects to consider.
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How to understand decision-makers
IMP302: We cannot influence if we don't understand, and yet many Insight teams have relatively little insight on the audience for their own insight. In this 10-page guide we explore what it feels like to be a senior decision-maker in today's corporate environment.
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How to improve stakeholder relationships
IMP303: In this guide, we distill the skills involved in becoming a trusted adviser. We look at how these skills can be applied in practice in order to move from transactional and service-based relationships with decision-makers towards more trust-based relationships.
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Influencing skills for introverts
IMP304: Most Insight teams have a mix of introverts and extroverts, but our workplaces tend be designed to suit extroverts. How can can Insight leaders make the most of introverts' strengths, and make sure they are not inadvertently discriminating against them?
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Behavioural economics for Insight teams
IMP305: Behavioural economics represents a fantastic opportunity for Insight teams over the coming decade. This guide explores the core essentials Insight teams need to know in order to influence both consumer decisions and internal corporate decisions.
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How to nudge decision-makers
IMP306: A key challenge for Insight teams is how to effectively influence their internal stakeholders. This guide provides hints and tips on how to use behavioural economics to engage decision-makers with insights, providing a greater opportunity to ‘nudge’ their behaviour.
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How to successfully influence remotely
IMP307: Do the best practice principles on Insight influence still hold true now that our Insight teams are working from home? Yes they do, but the way we apply them requires more structured thinking and effort
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Fuel & friction: how to influence decision-makers
IMP309: (May 2022 Insight forum topic). There are two key elements that can impact on how ideas are adopted - fuel and friction - this guide looks at how Insight teams can overcome any resistance from decision-makers they may encounter.
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Influencing decision-makers - video
IMV301: In this video James Wycherley introduces the concept of influencing for Insight teams. He talks about the importance of influencing key decision-makers and breaks the approach down into 3 key steps.
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Building relationships remotely - video
IMV307: Lisa Dutton explores the reasons why influencing remotely might be a challenge, and how the IMA's best practice principles on understanding and improving stakeholder relationships can help Insight leader and teams.
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Tactics for influencing remotely - video
IMV308: Lisa Dutton discusses how to effectively influence stakeholders while working remotely, using a range of behavioural economics tactics.
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Fuel & friction: how to influence decision-makers - video
IMV309: James Wycherley discusses two elements that can impact on how ideas are adopted - fuel and friction - and looks at how Insight teams can overcome any resistance they may encounter (May 2022 Insight forum topic).

Insight communication guides and videos

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An introduction to successful Insight communication - guide
IMP401: In this guide we introduce you to the 6 characters of Insight communication - professionals from whom Insight teams can learn if we want to share knowledge and ideas more effectively.
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Building an Insight communications plan - guide
IMP402: This guide discusses the importance of Insight teams establishing 'air traffic control' by developing a communications plan, and it offers 8 practical steps to approach a plan effectively.
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How to structure Insight communications - guide
IMP403: Thinking like an Insight consultant can help Insight teams to shape communications much more effectively - this guide explains how to adopt this approach using two key consultancy tools: SCQAB and Pyramid Principle.
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Storytelling for Insight teams - guide
IMP404: Storytelling is probably the most widely used and effective communication tool in human history. This guide aims to demystify the process of developing an Insight narrative, giving practical guidance on the skills to borrow from authors, journalists and editors.
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Visual communication for Insight teams - guide
IMP405: When it comes to designing the look and feel of their communications and data visualisations, Insight professionals need to ‘think like a designer’. This guide outlines some practical approaches
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Driving change through communication - video
IMV401: (July 2022 Insight forum topic). In this video James Wycherley discusses the importance of effective communications to drive change in any organisation, by focusing on comm's planning, storytelling and visualisation.
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Building an Insight communications plan - video
IMV402: (July 2022 Insight forum topic). In this video, Roy Hammond discusses the importance of Insight teams establishing 'air traffic control' by developing a communications plan, and it offers 8 practical steps to approach a plan effectively.
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Drawing Insight pictures - video
IMV405: (June 2022 Insight forum topic). Julia Joskey explains how we are all visually wired - understanding how our brains process visual information can help Insight teams to communicate insights more effectively.
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Telling tales at work - video
IMV406: (June 2022 Insight forum topic). Lisa Dutton discusses the power of Storytelling in an Insight team, and provides her top tips on two key areas of communication: shaping and sharing Insight stories.

Insight strategy guides and videos

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An introduction to Insight strategy
IMP501: If we want Insight to transform our organisations' performance, we first have to transform our Insight teams. But very few companies have a comprehensive plan for making this happen. This 12-page guide sets out the reasons for having an Insight strategy and the key steps involved
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How to identify the opportunity for Insight
IMP502: A key part of having a successful Insight strategy is having a well-articulated vision for how Insight will make a difference within your organisation. This guide outlines the 6 key steps that will help you to first understand the lie of the land.
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How to define your ambition for Insight
IMP503: To develop an Insight strategy you need to understand the lie of the land, but then it is time to reflect on your ambition for Insight to change your organisation. The IMA's Insight Participation Matrix will help frame your vision for the role you want Insight to play in your company
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How to identify options for your Insight team
IMP504: Like any other department, an Insight team will operate within certain parameters, for example carrying out work of a certain type, within a certain budget. This guide lays out the 7 key choices that effective Insight teams make explicitly to define those parameters.
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How to execute an Insight strategy
IMP505: This is where the rubber hits the road - you can formulate a brilliant strategy, but unless you can execute it, you might as well not have bothered. This guide shares best practice for what is essentially organisational change management.
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How to prioritise an Insight team's work - video
IMV506: How do you prioritise your Insight team's work and resources? This is really important as it reflects the type of team you are and helps determines the role you will play this year
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New data for Insight - video
IMV507: Julia Joskey discusses the challenges faced by organisations in getting value from their data investments, and the fact that Insight has a fundamental role to play in creating the data-driven organisations of the future
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New decisions for Insight - video
IMV508: Jane Woolley examines our assumptions about the types of business decision that Insight teams set themselves up to inform, considering the 5 key sources of value.

Insight people guides and videos

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An introduction to developing successful Insight people
IMP601: As Insight leaders we are heavily reliant on the talent of our people, but relatively few companies take a really comprehensive approach to recruiting, managing and developing Insight specialists. This 10-page Insight leader guide provides an introduction to 5 key areas of focus
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How to lead an Insight team
IMP602: To successfully lead an Insight team, Insight leaders need to think like small business owners. In this guide, we examine the broad range of responsibilities of Insight leadership and present a tool which can help all who lead Insight in their organisations
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How to identify key Insight skills and attributes
IMP603: Are the right people on the bus? Successful Insight leaders make this their primary concern as for an Insight team to perform well, the calibre of its people is crucial. This guide outlines the four main categories of skills and attributes required in an Insight team.
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How to develop an Insight perspective
IMP604: According to Hans Rosling, "People constantly and intuitively refer to their worldview when thinking, guessing or learning. If your worldview is wrong, you will systematically make the wrong guesses". So how can we develop an Insight perspective to improve our organisations' worldview?
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How to recruit and develop an Insight team
IMP605: If Insight is to deliver competitive advantage, then our organisation must be at least as able as its competitors to recruit, develop and retain really good Insight people. This guides sets out the approaches which Insight leaders have found effective.
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How to develop successful Insight teamwork
IMP606: What matters most - how well you perform as an individual within an Insight team or how well the Insight team performs overall? In this guide we focus on what excellence looks like in terms of how the individual members of an Insight team work together to maximise their collective impact.
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Working on our Insight teams - guide
IMP608: (November 2022 Insight forum). This guide discusses some of the key internal and external challenges that many Insight leaders are continuing to face and highlight the importance of leaders working on our teams, not in our teams, to deal with these challenges effectively.
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Leading Insight people post-pandemic - guide
IMP609: (November 2022 Insight forum). This guide discusses the challenges that many Insight teams are facing in this new 'hybrid age', and she talks about 4 key roles that Insight leaders can adopt when dealing with some of these challenges.
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Prioritising an Insight leader's time - video
IMV607: (January 2022 Insight forum). In this video James Wycherley discusses the ways in which Insight leaders can prioritise our own time and energy. If we can't manage our own diaries, we're in no position to lead our Insight team
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Working on our Insight teams - video
IMV608: (November 2022 Insight forum). Tim Downing discusses some of the key internal and external challenges that many Insight leaders are continuing to face, and he talks about the importance of leaders working on our teams, not in our teams, to deal with these challenges effectively.
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Leading Insight people post-pandemic - video
IMV609: (November 2022 Insight forum). Lisa Dutton discusses the challenges that many Insight teams are facing in this new 'hybrid age', and she talks about 4 key roles that Insight leaders can adopt when dealing with some of these challenges.

Insight positioning guides and videos

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An introduction to successful Insight positioning
IMP701: Is your Insight team in any position to drive change? To be effective, Insight teams have to strengthen their position in the hearts, minds and processes of their organisations. This 10-page Insight leader guides introduces the topic and the 4 key paths we can all explore
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How to develop the Insight team brand
IMP702: Our Insight brand is our promise to our internal customers. It tells them what they should expect from the Insight team, and what they shouldn't. This 8-page guides provides advice on how to develop the Insight brand in your organisation
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How to promote awareness of Insight
IMP703: Building awareness requires a promotional and opportunistic mindset, and Insight leaders need to look for every opportunity to highlight their team and its work. This guide helps Insight teams to be more proactive, and provides tips on how to grab people’s attention.
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How to improve your Insight team's reputation
IMP704: Reputation is the reality of the experience you deliver to your internal customers; whether you actually 'walk the talk' and do what you say on the tin. This guide discusses the importance of creating a positive reputation for your Insight team.
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Insight's role in key processes
IMP705: In order to impact key business decisions, it is important to ensure Insight is available in the 'right place at the right time' in our organisations. This guide discusses the importance of identifying key processes and aligning our Insight accordingly.
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Reassessing the position of Insight - video
IMV701: James Wycherley discusses how Insight teams are in the spotlight now more than ever following the Covid-19 pandemic, and talks about the importance of capitalising on the opportunities this has created.
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Steps to improve the position of Insight - video
IMV702: James Wycherley discusses how Insight leaders should respond to the renewed spotlight on their teams, by considering 4 key pathways to position their team's more effectively for the future.

Insight commerciality guides and videos

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An introduction to Insight commerciality
IMP801: Does your Insight team get criticised sometimes for not being sufficiently commercial? If so, you're not alone. But it's time we reframed Insight teams' approach to commerciality, and put it right at the centre of our daily work so that we can guide our organisations
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How to build a commercial foundation for Insight
IMP802: Insight teams need a commercial foundation in order to help improve their organisation’s performance. This guide explores the 4 corner stones crucial to establishing a solid commercial foundation for all the work the Insight function does.
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How to identify commercial value
IMP803: If Insight is to have the influence it should with decision-makers, Insight teams need to become “fluent in finance” – even in not-for-profit and public sector organisations. This guide lays out simple valuation techniques to help Insight teams to analyse and think in commercial terms.
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How to apply commercial thinking in Insight
IMP804: To really make an ongoing difference, an Insight team has to adopt a commercial mindset in its everyday activities, applying the understanding it has developed to the way it operates. This guide lays out the 3 key ways in which Insight teams make this business as usual.
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An introduction to Insight return on investment
IMP805: Putting a value to Insight has been a kind of Holy Grail for the industry for a long time, with the view that it can’t really be done. However, the IMA strongly believes that you can, and this guide will show you why the IMA believes so, as well as how to go about it.
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The Value of Insight
IMP806: Early in 2021 the IMA launched the Value of Insight challenge, inviting members to put a value on their Insight. We provided workshops to share the best practice principles followed by tutorials to provide help and support along the way. This guide shares the journey that we went on
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Let's talk about money - video
IMV801: Commercial thinking is vital if an Insight team is to drive value in an organisation, but all too often teams struggle to adopt it - James Wycherley offers some advice on how to do this successfully .
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Value of Insight 2021 - video
IMV806: IMA adviser Julia Joskey discusses the 2021 Value of Insight project and shares some of the key learnings from our participants, including examples from two of our IMA members - Dow Jones and Talk Talk.
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Value of Insight 2022 - video
IMV807: (October 2022 Insight forum topic). In this video, Jane Woolley reminds us of the essential steps for thinking commercially, and shares 5 key learnings for estimating the value of Insight