The document discusses the evolution and concept of the Market Intelligence Circle approach to integrating market research, competitive intelligence, and corporate objectives. It presents the Market Intelligence Circle model and three case studies applying the approach to different companies: a Chinese herbs business looking to expand, a legal forms company seeking new funding, and a chemical company trying to enter new markets. The presentation aims to demonstrate how the Market Intelligence Circle framework can help organizations understand their business environment and make strategic decisions.

1. The Market Intelligence Circle:
Integrating Market Research, Competitive
Intelligence, & Corporate Objectives to Understand
Your Business Environment
The Market Research Event
8 November 2005
Samantha Chmelik, Principal

2. Agenda
• Evolution of the Market Intelligence Circle
• The Market Intelligence Circle
• Case Studies: Applying the MI Circle
• Q&A
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3. Evolution of the
Market Intelligence
Circle
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4. Evolution of the Market Intelligence Circle
What do I research?
How do I create my research question/scope?
How do I prioritize my research questions?
How do I integrate all types of research, e.g. market research,
competitive intelligence?
How do I use my research results to advance corporate goals &
objectives?
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5. The Market Intelligence
Circle
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6. Market Intelligence CircleSM
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7. Research Questions
Price Promotion Position Product
•Price •Coupons •Brand Image •Features
Customers
Sensitivity •Rebates •Segmentation •Customer
•Price Changes Service
•Channel
•NPD
Competitors •Price Changes •Offers/Deals •Market Share •Technical
•Brand Image Innovations
•Price Wars •Channel
•NPD Cycle
•Price Changes •Contracts •Competitors •Scarce
Vendors
Resources
•Pressures •Bulk •Other
Purchasing Industries •Customization
Served
•Price •Typical •Segments •Market Size
Industry/
Sensitivity Offers •Socio-Econ •Substitutes
Market
•Commodities •Segments Pressures
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8. Chinese Herbs
Case Study
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9. Chinese Herbs
• Small Business Looking to Expand
• Demand for Chinese Herbs
• Push Core Acupuncture Business
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10. Market Intelligence CircleSM
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11. Chinese Herbs
• Key = Promotions
• Challenge = Identify Purchase Drivers
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12. Market Intelligence CircleSM
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13. E-Legal Forms
Case Study
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14. E-Legal Forms
• Medium Size Company
• 3rd Round of VC Funding
• Size the Market
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15. Market Intelligence CircleSM
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16. E-Legal Forms
• Key
◦ Segment the Market
◦ Identify Competitors
◦ Segment Customers
• Challenge = Integrate Various Research Results
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17. Market Intelligence CircleSM
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18. Ink Jet Ink
Case Study
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19. Ink Jet Ink
• Large Specialty Chemical Company
• Commodity Element
• Uncover New Markets
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20. Market Intelligence CircleSM
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21. Ink Jet Ink
• Key
◦ Higher Value End Product
◦ B2B to B2C
• Challenge = Reposition Company in Market
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22. Market Intelligence CircleSM
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23. Wrap-Up
• Evolution of the Market Intelligence Circle
• The Market Intelligence Circle
• Case Studies
◦ Chinese Herbs
◦ E-Legal Forms
◦ Ink Jet Ink
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24. Q&A
and
Thank You!
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25. Contact Info
Samantha Chmelik
Principal, Knowledge inForm, Inc.
chmelik@knowledgeinform.com
781-585-6856
www.knowledgeinform.com
© 2005 Knowledge inForm, Inc.