Steve Wills


Steve worked as an engineer and strategy consultant before running a research and analysis agency.

He began work on best practice in insight in 2000, quickly establishing himself as a leading authority in the field.

In 2004 he and Sally Webb published the report which launched the IMA, Customer Insight Management and Communication.

From 2005 he ran the Insight forum in London, and has snce provided training and consultancy to over a hundred leading organisations in the UK and USA.

In 2020 he retired from day-to-day involvement, but remains closely involved with the IMA and maintains a keen interest in all its work. 

He is a Visiting Fellow at Winchester Business School. 

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IMA team