Many thanks to all IMA members and guests who took part in our Nov’25 Insight forums.
We really enjoyed meeting so many Insight leaders to discuss the topic of: ‘From researchers and analysts to Insight activists’
We reflected on the changing role of Insight professionals and the growing importance of Insight activation, and we introduced a new Insight pyramid framework showing the activities, toolkits and behavioural roles needed to become Insight activists. We also suggested a range of approaches that Insight leaders could take to help their team members effectively form opinions, and discussed the role of opinion formers (or Insight activists), providing practical tips on the key mechanisms needed to be successful in this role.
We’ve now launched 3 new videos, 3 new summaries and 1 guide on this topic:
If your organisation is an IMA member and you have access to our online library, visit our content pages:
From researchers and analysts to Insight activists: video, summary & guide
Forming an opinion: video & summary (see also guide above)
Becoming an opinion former: video & summary (see also guide above)
Register here if you'd like to join us at our 2026 Insight forums.