Insight training

The IMA is the world's leading authority on transforming corporate Insight teams. We provide our members with inspiration and guidance through advice, benchmarking, publishing, forums and training.

We offer a wide range of training for Insight teams to help them improve their ability to drive change and make Insight more effective. Our training is based on the best practice discussed with members over the last 15 years, and delivered by consultants who have all held senior positions in client-side Insight teams. We know what it is like to be an Insight professional in a corporate environment, and it is our mission to help others become more successful.

We provide two types of training so that members and non-members can both benefit, but please note that we have had to suspend our programme of training during the coronavirus restrictions. If you are interested in training, please let us know, and we'll keep you up to date with revisions to our programme.

 

1. Insight team training

Workshops are provided as part of an IMA membership, or to non-members based in the UK, North America and Europe. Workshops are usually for groups of up to 16, but please speak to us if you have a larger department which could benefit.

 

2. Open courses - new for 2020

Corporate Insight teams can book as many places as they like for individuals within their teams, subject to availability. There will be open courses in London and Birmingham, arranged for February through to December, and these will be open to members and non-members. Click here for more information on our open courses programme.

In total we offer training on over a dozen topics relating to Insight effectiveness, and most organisations try to focus on two or three topics a year. If you are not sure which would be the priority for your team this year, why not complete our free 10 minute Insight leader survey and we will send you a report benchmarking your responses relative to the 150+ other organisations who have completed the survey recently.

For more information, please contact us.

 

 

Popular training workshops

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Aligning Insight to commercial reality is the number 1 driver of making Insight teams effective, but it is usually the lowest score when we benchmark an organisation's current Insight capability. This workshop helps all Insight managers to become fluent in finance.
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The place most research and analysis projects go wrong is right at the start. The 1st step in generating better business insights is to make sure our researchers and analysts act like consultants to nail the underlying business issue, and a key tool is the IMA's SCQAB model.
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Is behavioural economics the biggest single development in the world of Insight in recent years? It provides Insight teams with a wonderful toolkit for understanding how decisions are really made, and then nudging both consumers and decision-makers.
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We all know that stories are powerful, probably the most widely used and effective communication tool in human history. They provide a fantastic opportunity for Insight teams, but what can our market researchers and customer analysts learn from successful authors, journalists and editors?
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A communication plan is the first step for all Insight teams who recognise that the way we communicate insights is just as important as the way we generate them. We cannot transform our effectiveness without transforming our communication.
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Research shows that using visuals in our communications makes them more engaging, easier to understand, and more persuasive. So how can we market researchers and analysts make our visual communications look good, have impact and drive change?
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There is no point doing any market research or customer analysis unless it drives change. For this to happen, an Insight team needs great influencing skills, and the place to start is to make sure we really understand the decision-makers in our company, and then improve our relationships with them
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Once Insight teams have nailed the underlying business issue, we should act as detectives, developing hypotheses and drawing on relevant information from any source available to make new, contextualised observations about consumers and their ability to generate value for our business
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Are your researchers and analysts data hunters or Insight farmers? Insight teams tend to focus solely on generating new insights, but there is always more potential value for our organisations if we can cultivate and harvest a rich crop of accumulated understanding.