Transforming Insight Podcast

Topics Discussed

• Learning from the Insight author (2.30)
• Writing headlines like an Insight journalist (4.28)
• Making time to edit (6.31)
• It’s not rocket science! (8.35)
• Lisa’s top tips (10.54)

Highlights

• “On the one hand it is imperative that we develop our overall project story as we go through each Insight investigation, but the actual writing of individual pieces of communication should be done once we know the conclusion we have reached and the key aspects to share so that our readers arrive at the same place.” 
• “Headlines that make an impact are also more likely to leave an impression. Insight audiences – our key decision-makers, or the broader groups of colleagues who consume our content when we are not in the room – are not likely to be in a position to take action there and then”
• “A key take out for Insight teams is to allow time to edit. That might seem obvious, but in a world where there is always pressure for talented analysts and researchers to move onto the next investigation, it’s tempting to breathe a sigh of relief when we have finished writing our reports, building our presentations or compiling our videos”

This is episode 25 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

In this 16-minute episode, James looks at how progressive Insight teams can drive change by using the SCQAB structure. It’s great for framing projects at the start and shaping the story along the way.

Please listen to find out more!

Topics Discussed

• Adapting the Pyramid Principle (0.43)
• Situation, Complication, Question, Answer and Benefit (4.10)
• Shape the comm’s throughout the project (6.03)
• The Insight communication grid (8.35)
• T-shaped communication (12.50)

Highlights

• “A progressive Insight team wouldn’t want to focus on research briefs but on the underlying business issue. Nor would it want to prioritise methodology when communicating to decision-makers; methodology is strictly an internal issue for the Insight team to sort out, and only merits a mention in an appendix when communicating to senior managers.” 
• “When Insight teams work in this way, the structure of our story evolves as we complete our investigation. It isn’t something that we ‘write up’ at the end of our project, it’s an integral part of the project itself”
• “Whether we’re having a conversation with someone, a video call, making a presentation or having a chat over a drink in a pub, we usually have a finite amount of time. So there’s a trade-off we all make, usually without thinking about it, between breadth and depth”

This is episode 24 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved                                              

In this 17-minute episode, James looks at how successful Insight teams can drive change by developing Insight communication programmes. He is joined by the IMA’s Roy Hammond, who shares five top tips that any Insight team could adopt.

Please listen to find out more!

Topics Discussed

• Introducing the Insight CMO (1.59)
• Starting with the audience (2.45)
• How Barclays made use of comm’s channels (6.09)
• Making friends with other comm’s professionals (9.44)
• How much effort should we put in? (11.47)

Highlights

• “Who are the audiences within your organisation that would benefit from seeing more customer and market insight? There are probably many, ranging from the boardroom to operations and customer-facing roles. We’re really interested in anyone who is in position to make decisions that affect how our company’s products and services are designed, promoted and delivered.” 
• “Although most communication plans quite rightly start with the audience, there’s also merit in sometimes starting with our content. If we’ve just delivered great insights to one part of the company, are there now others that could benefit from the same content?”
• “How can we deliver different types of message to different audiences? Can we move away from PowerPoint, Excel and Word, and think about video, animation, intranet portals, competitions, postcards, posters, physical objects, town hall meetings or brown bag lunches?”

This is episode 23 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

This breadth of experience strengthened her ability to look at things more holistically, rather than looking at Insight in an organisation through one lens. It gave her the ability to join it all up in a powerful way, to be an important voice in organisations.

Throughout her career, Liz has cleverly used Insight and data analysis in a multitude of ways to achieve success at Disney, PepsiCo, Birds Eye, Nestle and Sainsbury’s. 

With her current role at Sainsbury’s, we hear about Liz’s goals for her Insight team going forward.

Topics Discussed

• A look back at Liz’s past roles (1:10)
• The influence her early move into category management had on her view of Insight (6:27)
• Combining functional knowledge with commercial context and business needs (11:11)
• Being creative about how you get to the Insight (14:42)
• What “good looks like” at different organisations (20:23)
• Driving Insight at Sainsbury’s to have the right impact (23:54)

Highlights

• “That brought a different dimension to using data analysis, pushing it more into the commercial aspects of how you use insight and storytelling to drive solutions and opportunities for retailers and distributors.”
• “We didn't have a huge amount of free-flowing cash to spend, but it forced you to be a bit more creative about how you got to the Insight to guide the business.”
• “Often you have the answers because of all of the wealth of what has come before. And therefore, you can make a very educated decision of what you know, rather than needing to spend more money and commissioning more research.”
• “The power comes from how we join the dots between all of the different aspects of what we know. We talk about having a hive mentality.”
• “Don't be impatient. Once you've got the vision and the organization is bought in to what you're trying to do. You can start small, you can get some quick wins, you can pilot some things. But I think the transformation will not come overnight, because it is that cultural change of driving much more of an insight led philosophy through an organisation.”

This is episode 22 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased directly from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

For the most successful Insight teams, that includes a proper communication programme; an ability to shape and share stories; and an awareness of visual communication techniques to really make an impact and leave an impression.

So, throughout season 3 of our podcast, we hope to inspire Insight leaders to take communication far more seriously, and introduce frameworks that can help our team members to develop key skills. 

Please listen to find out more!

Topics Discussed

• Does your organisation aspire to be truly customer-centric? (2.20)
• We should stop thinking like Insight leaders (4.09)
• Is Insight communication getting better? (8.09)
• How do we spend our time and energy? (9.30)
• Let’s move the goalposts (11.15)

Highlights

• “The way we share our knowledge is at least as important as the insights themselves. As members of the IMA’s Insight forum recognised many years ago, a great insight badly communicated will sink without trace, but a reasonable insight, brilliantly communicated, will spread like wildfire throughout your organisation.”
• “If we are to share our knowledge and ideas more effectively, perhaps we need to forget that it’s usually our day job to run research projects and manage teams of analysts. We should stop thinking like Insight leaders altogether and think like the IMA’s six characters of Insight communication.” 
• “There are now some brilliant pieces of Insight communication being produced, but there’s still plenty of rubbish as well. Slides that have no message, charts cluttered with lines and data points, verbose reports written like technical, scientific papers rather than compelling calls to action. It’s the frequency and consistency with which our teams adopt best practice that determines how successful they are.”

This is episode 21 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

An understanding of behavioural biases is critical for anyone who runs market research projects; you’ll know that there’s always been a gap between what consumers claim is important, and what they actually do when you can observe their behaviour. 

But the IMA believes that our corporate Insight teams need to pay just as much attention to understanding senior stakeholders as they do to understanding the company’s end customers. 

If we don’t know how corporate decisions are taken in our own head office, we stand little chance of influencing those decisions. And if we don’t influence those decisions, there was no point in doing any analysis or research on consumers in the first place. 

So how can Insight teams use an understanding of behavioural biases to nudge decision-makers? Please listen to find out more!

Topics Discussed

• The trouble with market research (4.02)
• The connection to corporate decision-making (5.38)
• Do we all need to be experts on behavioural biases? (7.43)
• Making the use of Insight socially acceptable (11.18)
• Embracing behavioural economics (12.56)

Highlights

• “As David Ogilvy is reported to have said, ‘The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say’
• “A knowledge of behavioural biases can be just as useful to Insight teams who want to influence their stakeholders as to those who want to learn more about the drivers of consumer choice. It can help us to develop a list of handy tactics which we can use, almost irrespective of how well we know the decision-makers concerned. 
• “The UK Nudge Unit have used the EAST framework to categorise behavioural biases, but there is a lot of merit in keeping things simple to start with and just using the four EAST factors themselves. If we want Insight to be influential, we have to make adopting our ideas Easy, Attractive, Socially acceptable and Timely.”

This is episode 20 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

Several years ago, the IMA’s Julia Joskey looked at ways we could all harness the power of our introverts. More recently, at the November 2022 Insight forums, Lisa Dutton explored the broader but related topic of managing Insight people in a post-pandemic world.

In this episode we draw from both pieces of research - please listen to find out more!

Topics Discussed

• The mix of introverts and extroverts in Insight teams (1.58)
• Corporate life isn’t easy for introverts (3.28)
• How do we square these issue with the demands of influencing stakeholders? (5.30)
• Varying attitudes to in person and online events (8.27)
• The roles which effective leaders are playing in a post-pandemic world (10.51)

Highlights

• “Psychologists think that about one in three of the population are more introvert than extrovert, and informal surveys and discussions at the IMA’s Insight forums suggest that it’s probably a far higher proportion of Insight specialists.”
• “Corporate life isn’t always very comfortable for introverts. The problem is not us; the problem is that many of the working practices that have developed in our offices over the last few decades implicitly favour extroverts over introverts.”
• “A noticeable issue in recent months has been the varying degree to which leaders have grabbed the chance to come back to face-to-face forums or still prefer to sign up for online events; and another, the social awkwardness we sometimes see in more junior team members who have often joined their organisation during the lockdowns.”

This is episode 19 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

Liz talks about the transformation she’s been on throughout her career and how she takes her learnings and “Blueprint” for what a successful Insight team looks like with her to each new role.  

Liz tells us about finding her dream role at Card Factory that challenges her, has a culture that aligns with her values, and gives her a work-life balance and the ability to control her own destiny.

We hear about the transformation Liz is striving to bring about at Card Factory, just as she has with her other roles in Insight teams.

Topics Discussed

• A look back at Liz’s career in Insight (1:18)
• The triangulation of data, research, and commercial finance figures. (6:00)
• Speaking the language of the business to get traction with the Insight (15:57)
• Her current role at Card Factory and how it ticks all her boxes. (20:00)
• The challenge of a blank sheet of paper (22:05)
• Collaboration and the Power of 3 (27:35)

Highlights

• “It was a time when things were being triangulated. Data was coming together with research and coming together with some of the commercial finance figures. It was brilliant to see that side of bringing pieces of the jigsaw together.” (6:00)
• “It is the commercial understanding, but it’s also applying the customer lens to that. You’ve got the pricing analytics of course, but how can we ensure that we are investing in the right areas, giving the customers the prices that they want and need, whilst still making money.” (13:48)
• “You’ve got to speak the language of the business, there’s no two ways about it. I think it’s the only way that you get the traction with the Insight.” (15:57)
• “There was no foundational knowledge. There was no real sense of customer. Data analysis happened in pockets but didn’t come together as a whole. First job: establish what we do have, what that’s telling us, and where are the gaps.” (23:00)
• “Talk to your stakeholders. Get an understanding of what’s important to them, where the business is going and how can you help achieve that ambition. With that foundational knowledge that you’ve got, you’ve also got the piece that says ‘does that reflect of what we’re seeing from a customer point of view? What do we need to deliver to the customer? Where are some of those gaps? Do those two things align?’” (26:23)

This is episode 18 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

So how do the most successful corporate Insight teams improve their relationships with stakeholders? Please listen to this week’s podcast to find out!

Topics Discussed

• A more personal challenge for our colleagues (1.41)
• Learning from the Trusted Adviser book (5.47)
• Where do Insight professionals have natural strengths? (7.11)
• The need to take a few risks (10.20)
• Are we sometimes too defensive? (11.30)

Highlights

• “The perfect advisers are people we like and who we also think are more knowledgeable than us on the subject in question. Our opinions are often shaped by theirs without us even realising it. In the language of behavioural science, we all constantly buy the messenger, not the message.”
• “The way that influence operates in the workplace has far more in common with the way it works in our personal lives than we often assume. People buy from people just as much between 9am and 5pm Monday to Friday as they do in their home life at the weekends.”
• “As knowledge workers, it should be relatively straightforward for us to find ways of demonstrating our credibility, but the key question is whether we can demonstrate an ability to translate our technical competence into customer and market understanding that helps to solve business problems.”

This is episode 17 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved

In this episode, James is joined by Lisa Dutton, Senior Adviser at the IMA, and an expert on influencing skills.

Lisa provides her top tips for choosing which stakeholders we should influence, understanding what it feels like to do their role, and the importance of understanding individuals’ communication preferences.

Please listen to our podcast if you have the ambition to transform your Insight team!

Topics Discussed

• Taking time out to think about our internal audience (2.17)
• Are our communication preferences the same as theirs? (4.13)
• A question of translation (5.32)
• Choosing who we should influence (7.27)
• Having empathy and not being intimidated (9.50)

Highlights

• “Just like a company needs to understand its external customers if it’s going to influence their behaviour, so our Insight teams need to understand our internal customers if we’re going to influence their decisions.”
• “There are often pronounced differences between analysts and researchers within teams, and between both these groups and the marketing teams and wider organisations in which they work. All these types have strengths and weaknesses, and they tend to be compounded when the departments in which we work have a structural bias towards people who are quite like us.”
• “We need to be very deliberate when we think about who we would like to influence, and once we have got those people in mind, it’s then about understanding what it’s like to be in their world.”
• “We can be guilty of seeing ourselves as service providers and being quite intimidated by our stakeholders.”

This is episode 16 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 

About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.

Resources:

If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com

Disclaimer

The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

All rights reserved