Driving change: influence and communication

There is no point doing market research or customer analysis unless it drives change, but that depends at least as much on how insight is shared as on how it is generated. This section provides best practice advice aimed at helping Insight teams be more effective in:

Insight influence: influencing big corporate and departmental decisions

Insight communication: ensuring insight reaches and has effect across the whole organisation

Access our influencing and communication online content by clicking on the topic boxes below

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Insight influence guides and videos

An introduction to influencing decision-makers - guide

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.

How to understand decision-makers - guide

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 guide we explore what it feels like to be a senior decision-maker in today's corporate environment.

How to improve stakeholder relationships - guide

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.

Influencing skills for introverts - guide

IMP304: Most Insight teams have a mix of introverts and extroverts, but our workplaces tend be designed to suit extroverts. How can Insight leaders make the most of introverts' strengths, and make sure they are not inadvertently discriminating against them?

Behavioural economics for Insight teams - guide

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.

How to nudge decision-makers - guide

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.

How to successfully influence remotely - guide

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

Fuel & friction: how to influence decision-makers - guide

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.

The 6 principles of Insight influencers - guide

IMP311 (November 2023 Insight forums). Influencers have been around for years in all walks of life, and more so than ever now with the rise in social media. This guide shares learnings from social media influencers that we can apply to the world of Insight.

Embracing uncomfortable influencing - guide

IMP313: (March 2025 Insight forums). Influence is essential to driving change, but despite this, it can still feel uncomfortable for many Insight professionals. In this guide we discuss 3 key ways Insight professionals can approach this challenge.

Influencing hard to reach senior audiences - guide

IMP314 (March 2025 Insight forums). Influencing senior audiences is not easy. In this guide, we share 6 key learnings from an experienced CEO about how to reach senior audiences, make the most of the opportunity with them, and keep them engaged long term.

Navigating difficult conversations - guide

IMP315 (March 2025 Insight forums). Difficult conversations are a big part of our lives, but not all Insight professionals feel equipped to handle them. In this guide, we provide 5 key tips for navigating difficult conversations effectively.

Fuel & friction: how to influence decision-makers - summary

IMS309: (May 2022 Insight forum topic) This 1-page summary 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.

Following up with confidence - summary

IMS310: (June 2023 Insight forum topic). In this 1-page summary we discuss the benefits of following up on projects to ensure our insights and recommendations are actioned, and provide 5 top tips on how to do it with confidence

The 6 principles of Insight influencers - summary

IMS311 (November 2023 Insight forums). Influencers have been around for years in all walks of life, and more so than ever now with the rise in social media. This 1-page summary shares learnings from social media influencers that we can apply to the world of Insight.

Unleash your inner influencer - summary

IMS312 (November 2023 Insight forums). It's likely that we see a range of different personality types in our teams, and it may appear that influencing comes more naturally to some than others. But influencing can be for everyone we just need to make it feel authentic!

Embracing uncomfortable influencing - summary

IMS313: (March 2025 Insight forums). Influence is essential to driving change, but despite this, it can still feel uncomfortable for many Insight professionals. In this summary we highlight 3 key ways Insight professionals can approach this challenge.

Influencing hard to reach senior audiences - summary

IMS314 (March 2025 Insight forums). Influencing senior audiences is not easy. In this summary, we share 6 key learnings from an experienced CEO about how to reach senior audiences, make the most of the opportunity with them, and keep them engaged long term.

Navigating difficult conversations - summary

IMS315 (March 2025 Insight forums). Difficult conversations are a big part of our lives, but not all Insight professionals feel equipped to handle them. In this summary, we provide 5 key tips for navigating difficult conversations effectively.

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.

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.

Tactics for influencing remotely - video

IMV308: Lisa Dutton discusses how to effectively influence stakeholders while working remotely, using a range of behavioural economics tactics.

Fuel & friction: how to influence decision-makers - video

IMV309: (May 2022 Insight forum topic) 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.

Following up with confidence - video

IMV310: (June 2023 Insight forum topic). In this video Lisa Dutton discusses the benefits of following up on projects to ensure our insights and recommendations are actioned, and provides 5 top tips on how to do it with confidence

The 6 principles of Insight influencers - video

IMV311 (November 2023 Insight forums). Influencers have been around for years in all walks of life, and more so than ever now with the rise in social media. This video shares learnings from social media influencers that we can apply to the world of Insight.

Unleash your inner influencer - video

IMV312 (November 2023 Insight forums). It's likely that we see a range of different personality types in our teams, and it may appear that influencing comes more naturally to some than others. But influencing can be for everyone we just need to make it feel authentic!

Embracing uncomfortable influencing - video

IMV313 (March 2025 Insight forums). Influence is essential to driving change, but despite this, it can feel uncomfortable for many Insight professionals. In this video Lisa Dutton highlights 3 key ways that Insight professionals can approach this challenge.

Influencing hard to reach senior audiences - video

IMV314 (March 2025 Insight forums). Influencing senior audiences is not easy. In this video, we share 6 key learnings from an experienced CEO about how to reach senior audiences, make the most of the opportunity with them, and keep them engaged long term.

Navigating difficult conversations - video

IMV315 (March 2025 Insight forums). Difficult conversations are a big part of our lives, but not all Insight professionals feel equipped to handle them. In this video, Emma Jones provides 5 key tips for navigating difficult conversations effectively.

Insight communication guides and videos

An introduction to 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.

Building an Insight communications plan - guide

IMP402: (July 2022 Insight forum topic). 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.

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.

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.

Visual communication for Insight teams - guide

IMP405: When it comes to designing the look and feel of communications and data visualisations, Insight professionals need to ‘think like a designer’. This guide outlines some practical approaches.

Communication tools & templates - guide

IMP408 (October 2023 Insight forum). Effective communication is vital for insights to land with impact, but often teams struggle to find the time and to achieve consistency. This document includes some examples of effective communication templates and models.

The benefits of bite-sized communications - guide

IMP410 (June 2024 Insight forum). In this guide we look at how to ensure the insights we communicate, cut through and have the best chance of effecting change, in a world where stakeholders are time and attention poor.

Building an Insight communications plan - summary

IMS402: (July 2022 Insight forum topic). In this summary we discuss the importance of Insight teams establishing 'air traffic control' by developing a communications plan and offer 8 practical steps to approach a plan effectively.

How to structure Insight communications - summary

IMS403: 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.

Storytelling for Insight teams - summary

IMS404: Storytelling is probably the most widely used and effective communication tool in human history. This summary aims to demystify the process of developing an Insight narrative, giving practical guidance on the skills to borrow from authors, journalists and editors.

Visual communication for Insight teams - summary

IMS405: When it comes to designing the look and feel of communications and data visualisations, Insight professionals need to ‘think like a designer’. This 1-page summary outlines some practical approaches.

Telling tales at work - summary

IMS406: (June 2022 Insight forum topic). In this 1-page summary we highlight the power of Storytelling in an Insight team and provide top tips on two key areas of communication: shaping and sharing Insight stories.

Communicating numbers - summary

IMS407 (May 2023 Insight forum topic). In this summary we provide some practical hints and tips for how to effectively communicate numbers and data-based insights to achieve maximum impact in our organisations.

Communication tools & templates - summary

IMS408 (October 2023 Insight forum). Effective communication is vital for insights to land with impact, but often teams struggle to find the time and to achieve consistency. This 1-page summary suggests creating a standardised suite of communication tools and templates.

Using knowledge systems for communication - summary

IMS409 (October 2023 Insight forum). Many Insight teams see the primary purpose of their knowledge management system as being for Insight communication, so this 1-page summary provides 5 key areas of focus for Insight leaders and teams to consider.

The benefits of bite-sized communications - summary

IMS410 (June 2024 Insight forum). In this summary we look at how to ensure the insights we communicate, cut through and have the best chance of effecting change, in a world where stakeholders are time and attention poor.

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.

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.

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.

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.

Communicating numbers - video

IMV407 (May 2023 Insight forum). In this video Julia Joskey provides some practical hints and tips for how to effectively communicate numbers and data-based insights to achieve maximum impact in our organisations.

Communication tools & templates - video

IMV408 (October 2023 Insight forum). Effective communication is vital for insights to land with impact, but too often teams struggle to find the time and to achieve consistency. In this video, Emma Jones discusses the importance of creating a standardised suite of communication tools and templates.

Using knowledge systems for communication - video

IMV409 (October 2023 Insight forum). Many Insight teams see the primary purpose of their knowledge management system as being for Insight communication, so in this video Roy Hammond provides 5 key areas of focus for Insight leaders and teams to consider.

The benefits of bite-sized communications - video

IMV410 (June 2024 Insight forum). In this video, Parveen Bdesha discusses how to ensure the insights we communicate, cut through and have the best chance of effecting change, in a world where stakeholders are time and attention poor.