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www.globalintelligence.com All Rights Reserved ©2014 Global survey findings, June 2014 Market Intelligence Trends 2020 survey
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Market Intelligence Trends 2020 survey

Sep 13, 2015

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Market Intelligence Trends 2020 survey
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  • www.globalintelligence.com All 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 whom Broader scope of MI kind 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 activities Budget pressure Outsourcing of either the non-core MI activities or the whole process of strategic advisory and Use 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 % cant 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 programs 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 programs 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%

    Like

    lines

    s vs

    . Unl

    ikel

    ines

    s

    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 [email protected] Australia Global Intelligence Alliance Australasia [email protected] Brazil Global Intelligence Alliance Latin America [email protected] Canada Global Intelligence Alliance Canada [email protected] Central & Eastern Europe GatewayBaltic [email protected] China Global Intelligence Alliance China [email protected] Finland Global Intelligence Alliance Finland [email protected] France RV Conseil [email protected] Germany Global Intelligence Alliance Germany [email protected] Hong Kong Global Intelligence Alliance Hong Kong [email protected] India Global Intelligence Alliance India [email protected] Japan McRBC [email protected] South Korea 3mecca [email protected] Mexico Americas Market Intelligence Mexico [email protected] Netherlands Global Intelligence Alliance Netherlands [email protected] Portugal Growth Setting [email protected] Russia ALT R&C [email protected] Singapore Global Intelligence Alliance Singapore [email protected] South Africa Butterfly Effect Intelligence [email protected] Tunisia RV Conseil Tunisie [email protected] UK Global Intelligence Alliance UK [email protected] United Arab Emirates GCC Consulting [email protected] USA East Coast Global Intelligence Alliance USA East Coast [email protected] USA Florida Americas Market Intelligence Miami [email protected] USA Midwest Global Intelligence Alliance USA Midwest [email protected]

    www.globalintelligence.com 21