Episode 43: Developing the Insight team brand

Topics Discussed

• Hazel’s journey to becoming Associate Director of Insights at Coca-Cola EP(1:38)
• Enabling colleagues to self-service their data needs (5:02)
• Three-pronged approach to drive a more Insight-led business (8:31)
• Hazel’s approach to team management and Insight leadership (21:06)
• Collaborating with agency partners for success (25:10)
• What advice would Hazel like to pass on to Insight leaders? (29:46)

Highlights

• “I enjoyed working with customers, however challenging that sometimes is. But felt like there was a real opportunity to kind of use my skill set to see how I could apply that internally to influence business strategy and business planning and be able to see some of that Insight impact within my own business, rather than be reliant on the customers as to whether they would kind of take that Insight on board.” (2:57)
• “For me, that was about how do we enable the business to be able to access that data and be able to service their questions themselves, in order to free up time in my team to do more of the deeper analysis.” (5:10)
• “It was a good opportunity to kill two birds with one stone, in that we were trying to inspire them with their vision of what an Insight-led organisation looks like, but then also talk to them about these new tools that we've got that could help them be more self-sufficient in answering their own questions.” (14:00)
• “My time is kind of split, probably in two ways. One is kind of leading the team. So making sure that we've got the team set up in the right way to deliver what the business needs. Whether that be about kind of helping prioritizes we've just discussed that the key projects coming in, making sure that we've got the right people assigned to the right pieces of work. That's more about the management. And then the second part is then more about the leadership. So I think that is where I will be looking at, the things that we've got in the pipeline from a transformation perspective.”
• “That's, in reflection, I think, of the value that we've added to the business, and they've been able to recognize that bringing more head count in will deliver better business results.” (24:02)
• “It's almost being brave to take that leap of faith and trust yourself to be able to make some of those changes.” (30:32)

This is episode 46 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                                                                        

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.

All rights reserved               

Topics Discussed

• Renate's journey to leading the Insight Team at TFL (1:50)
• Navigating the team through a re-org (4:21)
• Annual goals, priorities and team collaboration (10:04)
• What is Renate most proud of her team achieving? (14:15)
• Maintaining the heightened profile for the Insight team post-pandemic (17:05)
• Challenges and success of a leadership role (19:58)

Highlights

• “This year, 2023, is the year of communication… That year everybody has an objective linked to that one thing. On top of the day-to-day and the project delivery, that everyone has objectives within their own development plans that is also speaking to that objective. That it's not my priority, it's a team priority. And that everybody understands how everybody kind of contributes to that.” (10:17)
• “That's how you get a seat at the table is by helping people out when they asked you. But obviously there's a balance in there. We can't then say yes to everybody, at all times. And how you continue to build that good reputation and that helpful reputation, without just doing other people's admin for them.” (12:53)
• “Suddenly, wanting to know what customers were thinking and doing and going to do next was the organization's number one priority and suddenly we were under pressure to deliver almost daily Insights and figures and facts.” (14:28)
• “It was a really useful exercise to review absolutely every single thing you do as a team and I think, by nature of doing that, I think it made us more focused and more kind of specific and deliberate in what we did and what we didn't do” (17:27)
• “It was realising that they don't need me to be the most experienced researcher. They need me to provide direction and vision and challenge, and that's my role.” (20:35)

This is episode 44 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               

According to the entrepreneur.com website: 

‘Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.’ 

In our world of corporate Insight, we might rephrase that paragraph as: 

‘Simply put, our Insight brand is our promise to other departments. It tells them what they can expect from our products and services, and it differentiates our offering from that of other functions. Our brand is derived from who we are, who we want to be and who senior people in other departments perceive us to be.’ 

All Insight teams already have a ‘brand’ of some sort whether we realise it or not. But do other departments’ views of our team align with our views of Insight? And do they help us to optimise our team’s position in the hearts, minds and decision-making processes of our organisation?

Please listen to find out more!

Topics Discussed

• What does brand mean for an Insight team? (1.58)
• Leveraging our knowledge of brand development (4.42)
• The role of personal brand (7.03)
• How do we become good influencers (8.57)
• AI and its impact on the Insight brand (13.00)

This is episode 43 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 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     

An Insight team looks outwards to an organisation’s customers and markets and shines a light on issues of strategic importance. 

In stormy weather, it is there to pinpoint rocks upon which the organisation might founder, and competitor companies with which the company might collide. 

Many Insight teams pride themselves on their ability to understand customer behaviour and its drivers. They have developed a powerful light to shine upon market issues, and they aspire to serve as a lighthouse, a beacon to guide their organisation as it navigates the market. 

However, a lighthouse helps nobody if it is not in a position to be seen. Positioned inland, or hidden by cliffs, its light cannot help shipping. 

Likewise, there is little point in building an Insight capability to identify issues and guide management teams along the best route if our Insight teams are not well positioned within our companies. 

Effective Insight teams succeed in identifying and occupying an optimal position in the hearts, minds and decision-making processes of their wider organisation. And that’s never been more important than this year with the AI tide just starting to come in.

Please listen to find out more!

Topics Discussed

• Are you pushing water uphill? (1.27)
• Insight as a lighthouse (3.56)
• An improvement in benchmarking scores (6.17)
• Positioning Insight teams for success through 4 pathways (7.49)
• AI – a profound positioning challenge for Insight teams (10.07)
• Learning from the mistakes of big data (12.19)

This is episode 42 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 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                         

In this episode…

• How can our teams adopt Insight tools & systems to make the communication part of our roles easier and more effective? (2.31)
• How can we inspire all our researchers and analysts to become Insight influencers? (7.47)
• Taking control of our personal brand (13.02)
• The importance of mapping stakeholders and allies (15.16)
• The organisations investing in Insight management (18.38)
• Looking forward to the Insight forums in 2024 (21.33)

Please listen to find out more!

This is episode 41 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 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 and podcast host

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     

Topics Discussed

• Looking closer at Hayley’s switch to Deliveroo (2:00)
• Transforming Insight culture to look more toward consumer understanding (4:48)
• The importance of clear objectives (10:40)
• Has Hayley’s view on the role of Insight changed? (14:27)
• The opportunities and threats of AI to Insight teams (18:48)
• One piece of advice Hayley would give Insight Team Leaders (25:15)

Highlights

• “Yes, there's a great customer concept there, but it's actually a really smart piece of Tech that has enabled the business to scale as quickly as it has. And it's not really until there's more competition in the market, and the business gets onto that sort of next phase of development, that there's suddenly an appreciation that a rather more structured, rounded approach to customer and market Insight is needed.”
• “Even though we had used OKRs, so every quarter would have our Objectives and Key Results. But that in itself didn't seem to be enough to equip team members to say “no”, whereas this sort of very succinct one-pager worked really well.”
• “You have to make sure that you are able to touch every part of the organisation, otherwise you're not really going to enable customer-centric thinking. And by that, I mean, quite often we do lots and lots of research and we speak to lots and lots of teams, but there's some teams that we probably never ever would speak to unless we organise some quite large-scale events. So, HR teams or Finance teams or even some of our engineers probably wouldn't get invited traditionally to our debrief. So, what I make sure that we do as part of our research plans now is have large-scale events. That means that everybody can come and listen to the customer.”
• “[Being] less precious as well, in that we don't own the customer in as much as we can democratize data and enable teams to dive into specific areas themselves. That’s not a threat to Insight functions. Actually, it's really helpful in terms of helping make sure that the customer data we captured is being used as much as possible”
• “I think the skill set just needs to kind of shift, but there'll definitely still be a role for people. And it comes back to what we do as researchers right, asking the right questions in the right ways, making sure that the right material is there.”

This is episode 40 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                             

To discuss that topic, James is joined by Debra Walmsley, one of the most inspirational corporate Insight leaders in the UK. Debra has led Insight teams at British Airways, British Gas, Saga, Halfords and now Virgin Atlantic. And she has recently joined the IMA as one of our part-time senior Insight advisers.

She also has very impressive form on this podcast. She joined James in episode 8 to talk about her work transforming Insight at Halfords, and it’s still one of the top 5 most downloaded episodes out of the 38 we’ve published so far.

Please listen to find out more!

Topics Discussed

• A structured approach to recruitment (2.20)
• The importance of business understanding (5.09)
• The skills and attributes that Debra looks for (7.45)
• How to induct new recruits (12.16)
• How do we make money? (18.06)
• Ongoing learning and development (23.30)

This is episode 39 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 his celebrated book, Factfulness, Hans Rosling said that:

‘People constantly and intuitively refer to their worldview when thinking, guessing or learning. If your worldview is wrong, you will systematically make the wrong guesses.’ 

Rosling founded the Gadminder Foundation, with a mission is ‘to fight devastating ignorance with a fact-based worldview’. If you think that ambition is relevant to your Insight team, then you might agree that we need our researchers and analysts to develop an Insight perspective.

Please listen to find out more!

Topics Discussed

• How well do we know the world around us? (0.46)
• Why should all Insight managers read Factfulness? (5.53)
• The continuing relevance of Rosling’s work to the world today (8.12)
• Fighting devasting customer and market ignorance in our organisations (10.03)

This is episode 38 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                             

What skills and attributes do the most successful Insight teams recruit for? Which do they find it most difficult to develop? And which would Lisa prioritise?

Please listen to find out more!

Topics Discussed

• Categorising Insight skills (2.28)
• Not accepting the status quo (5.43)
• The skills and attributes that Lisa would prioritise (9.03)
• Introducing the 9Ps (11.41)

This is episode 37 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