gia market intelligence trends 2020 - survey results

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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%


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


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.


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


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.


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.


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


9

96 % agree that MI program’s input is needed in strategic decision making in 2020


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


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


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


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


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.


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

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About GIA

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• 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

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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.

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