Summary
ICAS is the oldest chartered accountancy body in the world and, five years ago, from an insight perspective, it was old and out of touch. This entry tells the story of winning budget, resources, and most importantly permission with a result that insight is now central to the way ICAS operates.
The results are apparent in the ICAS Strategy 2030 which was born from insight and includes many KPIs from customer research. ICAS has gone from a position of the loudest voices controlling strategy to a customer-led insight-based approach with discussions at the highest boards frequently interrogating customer research....