www.globalintelligence.com All Rights Reserved ©2014 Global survey findings, June 2014 Market Intelligence Trends 2020 survey
Sep 13, 2015
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.
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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.
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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.
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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.
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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.
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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
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About GIA
18
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We help companies set up and develop world class market intelligence programs
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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:
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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.
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programs
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MI for decision making
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