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Wilma is the Founder of Insight for Good, a research firm that helps organisations deliver their social goals effectively through better evidence and insight. She has 20 years of multi-disciplinary research and data analysis experience, leading insight programmes both in the public and the private sector. Her achievements have involved engaging stakeholders at different levels to use insight tools such as segmentation and customer journeys, helping transform organisational culture and processes to become more customer-focused. She set up Insight for Good to inspire socially-focused organisations to put insight to good use and more effectively achieve their objectives.