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www.globalintelligence.comAll Rights Reserved ©2014
Global survey findings, June 2014
Market Intelligence
Trends 2020 survey
Market Intelligence Trends 2020 survey
59%
28%
9%
2%
2%
1%
Western Europe
North America
Asia Pacific (incl.
Australia)
Eastern Europe & CIS
Latin America
Africa & Middle East
Predictions by market intelligence managers
•  This survey is part of an ongoing Market Intelligence
Trends survey series by GIA. This is the second survey,
the first being conducted in 2010.
•  GIA invited shortlisted candidates to participate in an
online survey in April-May 2014. This paper shows the
top line findings.
•  The respondents were selected based on their
background as Market Intelligence professionals (either
content producers or end-users).
•  139 responses were received from Market Intelligence
professionals around the world. 59% out of the 139 MI
professionals who replied to the survey were based in
Western Europe.
Topline findings only. White Paper will be launched in August 2014.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
2
33% of MI professionals considered providing analysis
to be their priority task
Analysis provider
33%
Insight provider
24%
Research
provider
19%
Information
provider
15%
Decision maker
influencer
9%
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
MI program's primary position in the decision making process
3
MI is expected to move towards management
consultancy and automation of information collection
+2 Strongly moving towards
+1 Somewhat moving towards
0 No change
-1 Somewhat moving away
-2 Strongly moving away
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Extent to which MI programs will adjust to ongoing trends
4
1.29
1.58
1.66
1.76
1.79
-2 -1 0 1 2
Automated analysis of information
Sharing of budgets and resources with other units
Integration of the MI program with other organizational
functions
MI program as a management consultancy
Automated collection of information
MI professionals said these 3 trends will be the key
changes in their MI functions until 2020
22% predict a move towards having more strategic
advisor role.
17% see MI program as an integrated part of other
organizational function or unit.
12% expect their MI program to have a more
established status within organization.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
5
MI professionals expect 2 additional trends to have
the largest impact on MI in the future
1.  Broadening the scope of MI in terms of what
kind of content will be produced and to whom
(increased segmentation)
2.  Outsourcing of either the non-core MI activities
or the whole process of strategic advisory and
analysis
•  Broadening the scope of MI in terms of what kind of content will be produced and to whom (increased
segmentation)
•  Outsourcing of either the non-core MI activities or the entire strategic advisory and analysis process
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
6
13%
10%
8%
8%
8%
8%
5%
5%
36%
Broader scope of MI
Increased amount of outsourcing
Resource sharing with other units
Wider information dissemination
Budget pressure
Use of Big Data analytics
Software integration (e.g. with CRM)
Insight creation in interaction with clients
Other
1. Broadening the scope of MI in terms of what
kind of content will be produced and to whom
(increased segmentation)
2. Outsourcing of either the non-core MI activities
or the whole process of strategic advisory and
analysis
13%
10%
8%
8%
8%
8%
5%
5%
36%
kind of content will be produced and to whomBroader scope of MIkind of content will be produced and to whom
Increased amount of outsourcing
Resource sharing with other units
Wider information dissemination
Outsourcing of either the non-core MI activitiesBudget pressureOutsourcing of either the non-core MI activities
or the whole process of strategic advisory andUse of Big Data analytics
or the whole process of strategic advisory and
Software integration (e.g. with CRM)
Insight creation in interaction with clients
Other
39% of MI organizations put most
of their geographical focus
on global actions today.
Geographical focus
But only 25 % of organizations will focus mostly on
regional activities.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
7
31% of MI organizations expect
their geographical focus to be
on Western Europe by 2020.
Regional focus
While 18 % can’t choose one single focus region.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
8
42% of MI programs will focus on
competitors in 2020.
Most important areas of focus for market intelligence
with regards to the business environment
But only 23% will focus on customers
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
9
96 % agree that MI program’s input is needed in
strategic decision making in 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Extent to which decision makers will need MI program’s input
10
53%
68%
69%
70%
71%
78%
79%
87%
95%
96%
Ad hoc surveys for basic information
Workshop facilitation
Second opinion on a decision
Ad hoc surveys for analyzed topics
Data explanation
Regular MI & CI updates
Risk avoidance
Structured thinking and analysis
Understanding market changes
Strategic decision making
% who agree
30% of MI professionals consider
analytical skills to be the most
important MI skill in 2020.
Most important skills for MI programs in 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
11
82% of MI professionals are likely to use benchmarking
to develop their MI programs
In-house training
Formal external
training
Benchmarking
External recruitments
Internal recruitments
Outsourcing
-40%
-20%
0%
20%
40%
60%
80%
100%
Likelinessvs.Unlikeliness
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Options to develop the skills in MI programs
12
78% think Big Data will have a high or very high
impact on MI by 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Impact on Market Intelligence by 2020
13
14%
32%
45%
46%
51%
58%
71%
76%
78%
Wearable Technologies
Cognitive Computing
Semantic Web
Internet of Things
Co-Creation
Social Media
Visualization
Overflow of information
Big Data
High or Very High Impact
More visualized dissemination of information is seen
to have the most positive impact on MI by 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Impact on quality of MI by 2020
14
3%
11%
5%
5%
9%
14%
10%
19%
33%
13%
26%
41%
41%
40%
46%
50%
53%
43%
72%
15%
51%
48%
47%
37%
27%
24%
23%
9%
34%
2%
6%
5%
2%
11%
4%
1%
3%
14%
Wearable Technologies
Overflow of information
Semantic Web
Internet of Things
Cognitive Computing
Co-Creation
Social Media
Big Data
Visualization
Very positive Somewhat positive Neither negative nor positive Somewhat negative Very negative
42% of MI professionals expect
either Internet or social media
to be the most important
information channel in 2020.
Most important mediums or channels of information
for MI programs by 2020
And 24% say it will be direct communication
with other people.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
15
40% of respondents expect 1-25% growth in their
company's MI budget by 2020
Over
75%
growth
26%-
75%
growth
1%-25%
growth No change
1%-25%
decrease
19%10% 40% 5%26%
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
How companies’ MI budgets will develop by 2020
16
www.globalintelligence.com
About GIA
18
• Market monitoring
• Strategic analysis & advisory
• Intelligence software
• Intelligence Best Practices
We help companies set up and develop
world class market intelligence programs
Understand, compete and grow
in international markets
We serve companies whose decision-makers
need solid market understanding in order to
grow and compete in international markets.
• More than 100 international
companies work with us in
a continuous Intelligence
Partnership
• Local knowledge in over
100 markets through local
experts
About GIA • 150 professional employees
• 11 international offices
• 11 GIA member locations
• Founded 1995
We provide strategic analysis and
advisory for decision making
Our services cover the need for:
1
2
GIA has 4 solutions for MI programs and
decision making
Developed by a team of market intelligence specialists, management
consultants, industry analysts and technology experts, our solutions are
comprehensive and always customized to your needs.
MI programs
Software platform
for MI programs
Advisory to develop
World class intelligence
programs
Combining
software platform
and monitoring for
decision making
World class insight & advisory
for decision making
MI for decision making
19
We serve you with local market knowledge
in over 100 countries
Local knowledge in over 100 countries is provided by local GIA offices, GIA Members, certified GIA Research Partners and consultants.
20
International Global Intelligence Alliance Group info@globalintelligence.com
Australia Global Intelligence Alliance Australasia australasia@globalintelligence.com
Brazil Global Intelligence Alliance Latin America brazil@globalintelligence.com
Canada Global Intelligence Alliance Canada canada@globalintelligence.com
Central & Eastern Europe GatewayBaltic baltics@globalintelligence.com
China Global Intelligence Alliance China china@globalintelligence.com
Finland Global Intelligence Alliance Finland finland@globalintelligence.com
France RV Conseil france@globalintelligence.com
Germany Global Intelligence Alliance Germany germany@globalintelligence.com
Hong Kong Global Intelligence Alliance Hong Kong hongkong@globalintelligence.com
India Global Intelligence Alliance India india@globalintelligence.com
Japan McRBC japan@globalintelligence.com
South Korea 3mecca korea@globalintelligence.com
Mexico Americas Market Intelligence Mexico mexico@globalintelligence.com
Netherlands Global Intelligence Alliance Netherlands netherlands@globalintelligence.com
Portugal Growth Setting portugal@globalintelligence.com
Russia ALT R&C russia@globalintelligence.com
Singapore Global Intelligence Alliance Singapore singapore@globalintelligence.com
South Africa Butterfly Effect Intelligence southafrica@globalintelligence.com
Tunisia RV Conseil Tunisie tunisia@globalintelligence.com
UK Global Intelligence Alliance UK uk@globalintelligence.com
United Arab Emirates GCC Consulting uae@globalintelligence.com
USA East Coast Global Intelligence Alliance USA East Coast usaeast@globalintelligence.com
USA Florida Americas Market Intelligence Miami usaflorida@globalintelligence.com
USA Midwest Global Intelligence Alliance USA Midwest usamidwest@globalintelligence.com
www.globalintelligence.com 21

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GIA Market Intelligence Trends 2020 - Survey Results

  • 1. www.globalintelligence.comAll Rights Reserved ©2014 Global survey findings, June 2014 Market Intelligence Trends 2020 survey
  • 2. Market Intelligence Trends 2020 survey 59% 28% 9% 2% 2% 1% Western Europe North America Asia Pacific (incl. Australia) Eastern Europe & CIS Latin America Africa & Middle East Predictions by market intelligence managers •  This survey is part of an ongoing Market Intelligence Trends survey series by GIA. This is the second survey, the first being conducted in 2010. •  GIA invited shortlisted candidates to participate in an online survey in April-May 2014. This paper shows the top line findings. •  The respondents were selected based on their background as Market Intelligence professionals (either content producers or end-users). •  139 responses were received from Market Intelligence professionals around the world. 59% out of the 139 MI professionals who replied to the survey were based in Western Europe. Topline findings only. White Paper will be launched in August 2014. Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 2
  • 3. 33% of MI professionals considered providing analysis to be their priority task Analysis provider 33% Insight provider 24% Research provider 19% Information provider 15% Decision maker influencer 9% Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. MI program's primary position in the decision making process 3
  • 4. MI is expected to move towards management consultancy and automation of information collection +2 Strongly moving towards +1 Somewhat moving towards 0 No change -1 Somewhat moving away -2 Strongly moving away Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. Extent to which MI programs will adjust to ongoing trends 4 1.29 1.58 1.66 1.76 1.79 -2 -1 0 1 2 Automated analysis of information Sharing of budgets and resources with other units Integration of the MI program with other organizational functions MI program as a management consultancy Automated collection of information
  • 5. MI professionals said these 3 trends will be the key changes in their MI functions until 2020 22% predict a move towards having more strategic advisor role. 17% see MI program as an integrated part of other organizational function or unit. 12% expect their MI program to have a more established status within organization. Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 5
  • 6. MI professionals expect 2 additional trends to have the largest impact on MI in the future 1.  Broadening the scope of MI in terms of what kind of content will be produced and to whom (increased segmentation) 2.  Outsourcing of either the non-core MI activities or the whole process of strategic advisory and analysis •  Broadening the scope of MI in terms of what kind of content will be produced and to whom (increased segmentation) •  Outsourcing of either the non-core MI activities or the entire strategic advisory and analysis process Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 6 13% 10% 8% 8% 8% 8% 5% 5% 36% Broader scope of MI Increased amount of outsourcing Resource sharing with other units Wider information dissemination Budget pressure Use of Big Data analytics Software integration (e.g. with CRM) Insight creation in interaction with clients Other 1. Broadening the scope of MI in terms of what kind of content will be produced and to whom (increased segmentation) 2. Outsourcing of either the non-core MI activities or the whole process of strategic advisory and analysis 13% 10% 8% 8% 8% 8% 5% 5% 36% kind of content will be produced and to whomBroader scope of MIkind of content will be produced and to whom Increased amount of outsourcing Resource sharing with other units Wider information dissemination Outsourcing of either the non-core MI activitiesBudget pressureOutsourcing of either the non-core MI activities or the whole process of strategic advisory andUse of Big Data analytics or the whole process of strategic advisory and Software integration (e.g. with CRM) Insight creation in interaction with clients Other
  • 7. 39% of MI organizations put most of their geographical focus on global actions today. Geographical focus But only 25 % of organizations will focus mostly on regional activities. Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 7
  • 8. 31% of MI organizations expect their geographical focus to be on Western Europe by 2020. Regional focus While 18 % can’t choose one single focus region. Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 8
  • 9. 42% of MI programs will focus on competitors in 2020. Most important areas of focus for market intelligence with regards to the business environment But only 23% will focus on customers Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 9
  • 10. 96 % agree that MI program’s input is needed in strategic decision making in 2020 Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. Extent to which decision makers will need MI program’s input 10 53% 68% 69% 70% 71% 78% 79% 87% 95% 96% Ad hoc surveys for basic information Workshop facilitation Second opinion on a decision Ad hoc surveys for analyzed topics Data explanation Regular MI & CI updates Risk avoidance Structured thinking and analysis Understanding market changes Strategic decision making % who agree
  • 11. 30% of MI professionals consider analytical skills to be the most important MI skill in 2020. Most important skills for MI programs in 2020 Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 11
  • 12. 82% of MI professionals are likely to use benchmarking to develop their MI programs In-house training Formal external training Benchmarking External recruitments Internal recruitments Outsourcing -40% -20% 0% 20% 40% 60% 80% 100% Likelinessvs.Unlikeliness Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. Options to develop the skills in MI programs 12
  • 13. 78% think Big Data will have a high or very high impact on MI by 2020 Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. Impact on Market Intelligence by 2020 13 14% 32% 45% 46% 51% 58% 71% 76% 78% Wearable Technologies Cognitive Computing Semantic Web Internet of Things Co-Creation Social Media Visualization Overflow of information Big Data High or Very High Impact
  • 14. More visualized dissemination of information is seen to have the most positive impact on MI by 2020 Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. Impact on quality of MI by 2020 14 3% 11% 5% 5% 9% 14% 10% 19% 33% 13% 26% 41% 41% 40% 46% 50% 53% 43% 72% 15% 51% 48% 47% 37% 27% 24% 23% 9% 34% 2% 6% 5% 2% 11% 4% 1% 3% 14% Wearable Technologies Overflow of information Semantic Web Internet of Things Cognitive Computing Co-Creation Social Media Big Data Visualization Very positive Somewhat positive Neither negative nor positive Somewhat negative Very negative
  • 15. 42% of MI professionals expect either Internet or social media to be the most important information channel in 2020. Most important mediums or channels of information for MI programs by 2020 And 24% say it will be direct communication with other people. Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. 15
  • 16. 40% of respondents expect 1-25% growth in their company's MI budget by 2020 Over 75% growth 26%- 75% growth 1%-25% growth No change 1%-25% decrease 19%10% 40% 5%26% Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey. How companies’ MI budgets will develop by 2020 16
  • 18. 18 • Market monitoring • Strategic analysis & advisory • Intelligence software • Intelligence Best Practices We help companies set up and develop world class market intelligence programs Understand, compete and grow in international markets We serve companies whose decision-makers need solid market understanding in order to grow and compete in international markets. • More than 100 international companies work with us in a continuous Intelligence Partnership • Local knowledge in over 100 markets through local experts About GIA • 150 professional employees • 11 international offices • 11 GIA member locations • Founded 1995 We provide strategic analysis and advisory for decision making Our services cover the need for: 1 2
  • 19. GIA has 4 solutions for MI programs and decision making Developed by a team of market intelligence specialists, management consultants, industry analysts and technology experts, our solutions are comprehensive and always customized to your needs. MI programs Software platform for MI programs Advisory to develop World class intelligence programs Combining software platform and monitoring for decision making World class insight & advisory for decision making MI for decision making 19
  • 20. We serve you with local market knowledge in over 100 countries Local knowledge in over 100 countries is provided by local GIA offices, GIA Members, certified GIA Research Partners and consultants. 20
  • 21. International Global Intelligence Alliance Group info@globalintelligence.com Australia Global Intelligence Alliance Australasia australasia@globalintelligence.com Brazil Global Intelligence Alliance Latin America brazil@globalintelligence.com Canada Global Intelligence Alliance Canada canada@globalintelligence.com Central & Eastern Europe GatewayBaltic baltics@globalintelligence.com China Global Intelligence Alliance China china@globalintelligence.com Finland Global Intelligence Alliance Finland finland@globalintelligence.com France RV Conseil france@globalintelligence.com Germany Global Intelligence Alliance Germany germany@globalintelligence.com Hong Kong Global Intelligence Alliance Hong Kong hongkong@globalintelligence.com India Global Intelligence Alliance India india@globalintelligence.com Japan McRBC japan@globalintelligence.com South Korea 3mecca korea@globalintelligence.com Mexico Americas Market Intelligence Mexico mexico@globalintelligence.com Netherlands Global Intelligence Alliance Netherlands netherlands@globalintelligence.com Portugal Growth Setting portugal@globalintelligence.com Russia ALT R&C russia@globalintelligence.com Singapore Global Intelligence Alliance Singapore singapore@globalintelligence.com South Africa Butterfly Effect Intelligence southafrica@globalintelligence.com Tunisia RV Conseil Tunisie tunisia@globalintelligence.com UK Global Intelligence Alliance UK uk@globalintelligence.com United Arab Emirates GCC Consulting uae@globalintelligence.com USA East Coast Global Intelligence Alliance USA East Coast usaeast@globalintelligence.com USA Florida Americas Market Intelligence Miami usaflorida@globalintelligence.com USA Midwest Global Intelligence Alliance USA Midwest usamidwest@globalintelligence.com www.globalintelligence.com 21