Episode 45: Increasing the awareness of Insight
I hope you all enjoyed episode 44 and my interview with Renate Brockes from Transport for London?
I took a lot from it, including some of Renate’s insights about imposter syndrome which we’ve found a great input to the research that my colleague Emma’s doing ready for our March Insight forums (in Manchester, online and in London on the 6th, 13h and 20th March respectively – please go to this link for more details - https://www.insight-management.org/5-min-insight/next-insight-forums)
But today we’re going back to where we left off in episode 43, when I suggested that Insight leaders should think about their departments like companies in a market, and recognise the important role that brand can play in framing perceptions.
I suggested that should go beyond visual cues like logos or straplines, and include reflection on team purpose, the promise we are making to other departments, and the positive and negative impacts that our personal brands can have on other people’s perceptions.
But how many researchers and analysts have watched from the touchline while marketing teams debated the finer nuances of what their brands stood for, and watched them get terribly excited about details which meant far more to them than to consumers?
There’s no point developing detailed brand concepts if nobody has heard of our companies in the first place. And the same is true for our Insight teams.
So in this week’s episode, I’m going to suggest that whilst we should certainly reflect on our Insight team brand, we should also recognise that we often simply need to promote awareness of Insight as a concept and our team as a department.
This requires an opportunistic mindset as our internal market for Insight is always changing. It’s very easy to assume that everyone knows who we are, but in a large company they probably don’t. And we have to start again every time there is a major restructure or new senior managers arrive.
Please listen to find out more!
Topics Discussed
- An opportunistic mindset (2.12)
- The need to make deliberate decisions (5.17)
- Introducing signature pieces (7.37)
- James’s own experience of signature pieces (10.15)
- Insight managers as entrepreneurs (12.33)
This is episode 45 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.
To find out more about our insight forums please click here for further details.
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.
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