Episode 49: Respecting the rhythms and rituals
Over the last few weeks, we’ve explored the first three pathways that successful Insight teams have taken to improve their position in the hearts, minds and decision-making processes of their companies.
We’ve called these brand, awareness and reputation, and each involves looking at our Insight team and the messages that it communicates to the rest of the organisation, either intentionally or unintentionally. Do these messages align to consistently improve its position?
Today’s episode looks at the fourth pathway, process, and this one is a bit different because it starts not with the Insight team, but with the rest of the organisation.
Whether we like it or not, senior decision-makers, like consumers, will have their own ways of making choices. In our companies, that might mean committees that meet each month or only as part of a planning process at certain points in the year.
It might be a case of an individual director or small groups of directors discussing issues outside formal meetings. Or the hidden influence of managers who might not appear very senior, but play an important role at certain moments in the planning cycle.
So, the fourth pathway to improving the position of our Insight teams is to familiarise ourselves with our company’s decision-making processes, its rhythms and rituals, and then figure out how, when and where Insight can become part of those processes to guide evidence-based decision-making.
Please listen to find out more!
Topics Discussed
- Senior decision-makers will make decisions regardless (1.47)
- Is every company different? (4.38)
- Insight’s role in marketing decisions (5.56)
- Is process the most important pathway? (7.26)
- What if Insight were like Finance (9.32)
- We have to keep trying to optimise our positioning (11.01)
This is episode 49 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.
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