The podcast for corporate Insight leaders
March 2, 2023

Episode 25: Sharing Insight stories

Episode 25: Sharing Insight stories

We all know that stories are powerful, probably the most widely used and effective communication tool in human history.

Big businesses have used stories for years, narratives about their formation and evolution, and the role they play in satisfying consumer demand. And more recently, organisations have woken up to the power of stories for internal communication.

So it’s only natural that Insight teams have followed the same trend, and for the last 5 years every research conference has included at least one session on storytelling.

But many storytelling workshops are far too conceptual to provide Insight teams with practical tools. So in this episode, James is joined by the IMA’s Lisa Dutton to explore the key storytelling principles that can easily be applied to Insight work.

Please listen to find out more!

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)


  • “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.



If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from


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

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