Summarising 15 years’ work on Insight best practice, this presentation will propose a lens through which all senior leaders should view Insight capability in large organisations. The Insight Roadmap comprises 8 Territories and 32 Areas, and we will share information about the things Insight teams tend to be good at or poor at, as revealed in the IMA’s Insight Benchmarking with a host of household names in the UK, North America and elsewhere.

1. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
A New Roadmap
for
Insight Management
James Wycherley
Insight Management Academy

2. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Customer Insight: organisation’s most valuable asset Your
Photo
© Insight Management Academy

3. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
But it has no value at all unless it is used Your
Photo
There is no point in
doing any research or
analysis unless it
drives decisions
Insight is information
which can make a
difference
Insight management
is all about making it
make a difference
© Insight Management Academy

4. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Progressive Insight functions are going on a journey Your
Photo
...a journey from service provider to
strategic asset
© Insight Management Academy

5. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
An Insight journey needs an Insight Roadmap Your
Photo
© Insight Management Academy

6. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR

7. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Insight Generation & Insight Knowledge Your
Photo
© Insight Management Academy

8. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Insight Influence & Insight Communication Your
Photo
© Insight Management Academy

9. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Insight People & Insight Positioning Your
Photo
© Insight Management Academy

10. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Insight Strategy & Insight Commerciality Your
Photo
© Insight Management Academy

11. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Check your current location and invest in a map Your
Photo
© Insight Management Academy

12. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Before your spend on research, invest in Insight Your
Photo
• Free Insight
Benchmarking
• Free 5 Minute Insight
articles
• Free 6 month
membership trials
Ø info@insight-
management.org
© Insight Management Academy

13. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Thank You!
info@insight-management.org
Your
Photo

14. A New Roadmap for Insight Management
James Wycherley, Insight Management Academy
Beyond MR
Q & A
James Wycherley
Insight Management Academy
Sue York
The Handbook of
Mobile Market
Research