How to structure your Insight communications

How many people work in your company? How many need to understand more about your customers and market? There's probably a lot more of them than there are of you, so the only way to disseminate knowledge around your organisation is with fantastic communication skills.

Step 1 is to develop an Insight communications plan, step 2 is to learn how to structure your Insight communications.

For over 10 years the IMA has been using its SCQAB framework to help Insight teams of all sizes to move away from traditional research reporting and adopt a more consultative approach.

Inspired by Barbara Minto's The Pyramid Principle, SCQAB forces our Insight teams to put themselves into the shoes of our decision-makers and communicate using a structure which all the major management consultancies have adopted for their own purposes.

The IMA's one day workshop How to structure your Insight communications focuses on 5 key aspects:

1. How to paint a picture of the current situation

2. How to describe the new challenge which has driven the need for an Insight investigation

3. The key underlying business questions which emerge from the situaiton and challenge

4. The message-led answers to those questions, written in a way which can be rolled up or down to suit an audience

5. The benefit to the business of adopting the course of action recommended

Participants will also be asked to make a commitment to change their behaviour, and explore likely barriers to delivering on those commitments.

This one day workshop, delivered by consultants with hands-on experience working in senior roles in corporate Insight teams, can be free to Forum members of the IMA. But it can also be delivered to groups of up to 16 people in any organisation which wants to see its Insight team influence bigger decisions.

The workshop will also form Day 3 of the IMA's 2019 Insight team summer school.

For more information, please contact us.

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