ICAS (Institute of Chartered Accountants of Scotland): A 5-year journey - from decisions made by the loudest voice to decisions informed by customer insight!

The Institute of Chartered Accountants of Scotland (ICAS) implemented a programme of initiatives to discover how to take the business on a journey towards making more evidence-based decisions, and how to win permission for budget.


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....

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