Online library

Welcome to the IMA's online library

IMA members have exclusive access to all our best practice material including 200+ Insight guides, summaries and videos. These bring together all the key principles of Insight management and transformation and the ideas discussed at Insight forums since 2004.

Feel free to browse any of the topics, but you will need to be logged in to access the content (click the grey 'Member login' button at the top right of this screen, if you're not already logged in).

Our online library guide provides an overview of all topics by IMA territory, if you're looking for guidance on where to start.

Please contact us if your organisation is not yet an IMA member or you don't have login details.

Best practice territories to explore

Insight transformation

Insight has the potential to transform any organisation, but if we want Insight to transform our organisations, we first have to transform our Insight teams. In this section we introduce the topics of transforming Insight and the Insight playbook

Insight generation

The first imperative for any Insight team is that it routinely identifies value for its organisation by generating new, joined-up insights that focus on the underlying business issue

Insight knowledge

The most effective teams recognise that there is always going to be more value in accumulated understanding than in any one project, so we should evolve from being Insight hunters to Insight farmers

Insight influence

If Insight teams are to drive change, they need to understand senior decision-makers and develop trusted adviser relationships with them. What is your relationship like with the stakeholders in your organisation that make the biggest decisions?

Insight communication

Successful Insight teams drive change by sharing customer and market knowledge across their organisations so efectively that they shape decisions they didn't even know were being taken

Insight strategy

Successful Insight leaders choose, shape and articulate a proactive role for Insight in their organisations, and this starts by developing an Insight strategy for their company

Insight people

The most valuable resource in any Insight team are the people who work in it. But what does it take to recruit, develop and lead successful Insight people? And how do we cope with the challenges of working in a post-pandemic, hybrid working environment?

Insight positioning

Successful Insight teams optimise their impact by focusing relentlessly on the position of Insight - its position in the hearts, minds and decision-making processes of the rest of the organisation

Insight commerciality

Successful Insight teams build a commercial foundation for all their work, using core stats and valuation techniques to prioritise and contextualise their work. Some go even further and estimate Insight's return on investment