There is no point doing any market research or customer analysis unless it drives change. But that will only happen if an Insight team develops great influencing skills, and the place to start is to make sure you really understand the decision-makers in your company.
It's not easy being a decision-maker. Most senior directors work long hours in stressful conditions, constantly juggling a wide range of issues. They operate in a very crowded information landscape, being constantly bombarded by reports, project updates, minutes from meetings, and advice from other departments.
Senior exectives will also have their own personality styles and preferred ways of working, and these might be very different from those common in our Insight teams.
The IMA's one day workshop How to understand decision-makers focuses on 4 key aspects:
1. Identiftying the stakeholders we should try to influence
2. Stakeholder mapping to establish the current situation and change needed
3. The world of the decision-maker today
4. Understanding and flexing our personal styles
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.
For more information, please contact us.
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