market intelligence in france · 2015. 5. 8. · iglobal market intelligence survey 2013 i 13 •...

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Global Market Intelligence Survey 2013

MARKET INTELLIGENCE IN FRANCE

IGlobal Market Intelligence Survey 2013 I 2

Table of Contents

BACKGROUND & RESPONDENT DATA 3 – 13

BENEFITS & EFFICIENCY OF MARKET INTELLIGENCE 14 – 19

MI RESOURCES & ORGANIZATION 21 – 35

MARKET INTELLIGENCE COMPARISON BY INDUSTRY 36 – 37

WORLD CLASS MARKET INTELLIGENCE 38 – 45

FUTURE INVESTMENTS IN MARKET INTELLIGENCE 46 – 49

KEY FINDINGS 50 – 53

IGlobal Market Intelligence Survey 2013 I

Background & Respondent data


•  The Global Market Intelligence Survey 2013 was carried out between late February - April 2013.

•  GIA has conducted similar surveys in 2005, 2007, 2008, 2009 and 2011, available as white papers on the GIA website.

•  Survey respondents were asked to indicate whether they are market intelligence professionals (42%) or market intelligence users (58%).

•  Survey responses were validated by GIA and invalid data was not included in the analysis.

•  The responses have been based on self-assessments by the respondents and GIA has not been in a position to validate the accuracy of the responses.

The Global MI Survey & Definition of MI

GIA’s Global Market Intelligence Survey 2013 is the largest research study on MI globally to date, with 1,207 individual responses from more than 880 companies in 64 countries.

Definition of Market Intelligence: Market Intelligence (MI) helps organizations understand their business environment, compete successfully in it, and grow as a result. As a program, market intelligence collects information about market players and strategically relevant topics and processes it into insights that support decision-making.

Role of respondent


•  The maturity index is based on the World Class MI framework and indicates how advanced a market intelligence operation is.

•  Comprised of 44 questions, grouped into 6 key success factors:

  Scope   Process   Deliverables   Tools   Organization   Culture

•  Questions were measured on a 5-point Likert scale, and an index with a maximum value of 5 and minimum of 1 was calculated.

•  Companies that scored a maturity index of 4.4 or higher are considered to have World Class market intelligence.

GIA’s World Class Market Intelligence Framework The Framework was used as the basis for the Global Market Intelligence survey 2013.


•  41% of surveyed companies are based in Western Europe and 19% are from France.

•  The proportion from the North America market has decreased since the previous survey.

Overall respondents by geography

Distribution of companies by geography


•  58% of the companies exceeded annual revenues of 100 million euro. •  19% had annual revenues of 10 billion euro or more.

Respondents by revenue: France

Distribution of companies by revenue


•  Professional Services industry is the top industry, covering 23% of the total number of respondents to the survey.

•  Followed by Consumer Goods and Public Sector industries covering 10% and 8% of total respondents, respectively.

Respondents by industry: France

Distribution of companies by industry


•  Only 39% of the companies in France already have a formal MI program in place, compared to 68% globally.

Existence of MI: France vs. Global

Does your company have a formal MI program?

France Globally


•  In most countries, MI programs exist in around 8 out of 10 companies, which is significantly more than in France.

•  The lower proportion of MI programs in France is, however, also related to the higher number of small companies that participated in the study.

Existence of MI: By countries

Does your company have a formal MI program in place?


•  On average, MI programs are more common i larger companies than in smaller companies (less than € 100 million in annual revenues).

•  In France, however, only 52% of larger companies have MI programs, which is a significantly smaller proportion than in other countries, indicating that MI programs are less common in France overall.

Existence of MI: France by company size

Proportion of companies that have MI programs in place, by size


•  All companies in the Mining & Metals and Chemicals industries athat took part of the survey reported to have MI programs in place.

•  In the Media & Entertainment industry, only 1 out of ten companies have Market Intelligence programs in place.

Existence of MI: France by industry

Does your company have a formal MI program?


•  18% of all companies (both small and large) in France that don’t currently have a MI program in place, plan to launch one within the coming 12 months.

•  In other countries, the proportion is slightly higher. Globally, 21% of all companies without a MI program is planning to launch one.

Plan to launch MI program: By countries and company size

Are you planning to launch an MI program within the next year?


Benefits & Efficiency of Market Intelligence


•  81% of surveyed French companies agree that they have benefited from market intelligence.

•  68% of companies in France think their market intelligence investments have paid-off, only 7% of French companies disagree with the statement.

Benefits and ROI of Market Intelligence

Our company has benefited from MI Our investments in MI have paid-off


•  Similar to other global regions, the vast majority of French companies agree that they have benefited from their market intelligence.

•  Only 34% of surveyed French companies strongly agree that they have benefited from market intelligence, the lowest proportion compared to other countries.

Benefits of MI compared to other countries

Our company has benefited from Market Intelligence?


•  Chemical companies in France see most benefits of having a Market Intelligence operation in place.

•  Companies in the Oil & Gas and Automotive industries on average neither agree nor disagree with the statement.

Benefits of MI: France by industry

Our company has benefited from Market Intelligence?

Scale:

5 = Strongly agree 4 = Somewhat agree 3 = Neither agree nor disagree 2 = Somewhat disagree 1 = Strongly disagree


•  Like most companies in other global regions, a larger proportion of French companies claim their investments on MI have paid-off.

•  The attitude of surveyed French companies towards ROI tends to be similar to Brazil, while lower than other countries.

ROI of MI compared to other countries

Our investments in MI have paid-off?


•  Comparing companies with MI against companies without, it’s evident that MI supports decision-making positively.

•  Companies without a formal market intelligence function don’t have information readily available to the same extent as companies with MI, and intelligence is not used to back-up decisions to the same extent.

Efficiency of decision-making: Overall

Efficiency of decision making with or without MI program

Scale:



•  Compared to Germany, UK and the US, efficiency of decision-making is slightly lower in French companies.

•  Compared to the other 3 countries, French companies indicate that information is not always readily available in their organization when making decisions.

Efficiency of decision-making: By countries

Efficiency of decision-making

Scale:



Resources & Organization of Market Intelligence


•  For French companies, the market intelligence operation is typically set up under strategic planning & business development and sales and marketing.

•  There were no companies that had placed MI under supply chain management.

Market Intelligence placement: France

Under which function is Market Intelligence placed?


•  All surveyed countries typically have their market intelligence set up under strategic planning & business development and sales and marketing.

•  Compared with other global regions, French companies predominantly organize their market intelligence under strategic planning & business development.

Market Intelligence placement: By countries

Under which function is Market Intelligence placed?


•  Most of the French companies have 1 or 2 organizational layers between the head of MI and CEO.

•  Only 2% of companies have more than 5 organizational layers between the head of MI and CEO.

Organizational layers: France

How many layers between Head of MI and CEO?


•  A great proportion of French companies have fewer than 2 layers between their MI operation and CEO, which is inconsistent with other countries.

•  In contrast to Chinese and US companies that tend to have more layers between the head of MI and CEO, 48% of French companies have either 1 or no layers.

Organizational layers: By countries



•  58% of French companies operating both B2B & B2C business have either 1 or no layers.

•  75% of B2C business companies have 2 layers. •  On average, B2B companies’ MI teams are closer to the CEO.

Organizational layers: France by type of business



•  On average, 16 people have market intelligence as their primary job. •  61% of companies in France have 1 to 5 people working in market intelligence

as their primary job and only 10% have large teams with 25 people or more.

Size of MI teams: France

How many people have MI as their primary job?


•  All surveyed countries typically have smaller MI teams consisting of 1 to 5 people working in market intelligence as their primary job.

•  The range of French companies’ MI team sizes is consistent with other global regions.

Size of MI teams: By countries



•  Companies in B2B industries have larger MI teams, on average, than B2C companies. B2B companies in France have on average 17 people employed with Market Intelligence as their primary job, whereas B2C companies only have 7.

•  In the global average company (regardless of industry) there are 12 MI people on average working in the Mi team.

Size of MI teams: France by type of business



•  On average, 45% of work is done in a regular fashion. •  56% of the deliverables are produced by centralized market intelligence

resources.

Distribution of MI work: France

Time spent on regular MI deliverables? How is MI work distributed?


•  The highest proportion of centralized MI work in France takes place in the Media & Entertainment industry, where all responding companies reported to be conducting all MI work centrally.

•  In the Defense and Aerospace industry, only one third of all MI work is condcuted through centralized resources.

Distribution of MI work: France by industry

What proportion of MI work is conducted through centralized resources?


•  Excluding HR costs, the budget figure is around €200,000. •  Including HR costs, the budget figure is about €890,000. •  However, the average budget varies widely depending on which industry the

company operates in.

Market Intelligence budgets: France

Average MI budget (excl. HR costs)

€ 211,000

Average MI budget (incl. HR costs)

€ 889,000


•  France has the smallest average MI budget when compared with other global regions.

•  This is surprising and most likely reflects the higher proportion of small companies (less than € 100 million / year revenue) participating in the survey from France.

Market Intelligence budgets: By countries

Average MI budgets (€, excl. HR costs)


•  Only the Public Sector industry has companies with budgets exceeding 1 million euro for market intelligence.

•  MI budgets for all other surveyed industries are around € 0.5 million or below.

Market Intelligence budgets: By Industries

Top spending industries (€, excl. HR costs)


MI Resources: France vs. Global average French companies have on average 30% larger MI teams and significantly more MI contributors than the global average.

France avg MI team size France avg MI Contributors Global average MI team size Global average MI Contributors

Bubble size = number of people


MI Comparison between different industries


Level of MI sophistication vs. return on investment in different industries

< € 500 k

€ 500 k – 1 mln

€ 1 – 2.5 mln

< € 2.5 mln

Bubble size and color = avg MI budget (excl HR)

Ave

rage

MI M

aturity inde

x score

Average ROI score

Investments in MI have paid-‐off? Scale:


MI in the Chemicals sector in France is one of the most developed industries and enjoys the highest ROI.


World Class Market Intelligence


•  The maturity index indicates how advanced a market intelligence operation is.

•  Comprised of 44 questions, grouped into 6 key success factors:

  Scope   Process   Deliverables   Tools   Organization   Culture

•  Questions were measured on a 5-point Likert scale, and an index with a maximum value of 5 and minimum of 1 was calculated.

•  Companies that scored a maturity index of 4.4 or higher are considered to have World Class market intelligence.

Maturity index & World Class MI companies

Measuring the level of sophistication of MI programs.


Maturity index: World Class MI vs. Global average

1.0 2.6 3.3 3.8 4.4 5.0

Average of all companies

Average of World Class companies

11% of all companies are considered to have World Class MI


•  World Class MI teams are positioned closer to the CEO. •  World Class MI functions are more tightly integrated with other key corporate

functions in the company. •  World Class MI companies have more people working full-time with market

intelligence. •  World Class MI companies have more internal customers to market

intelligence. •  World Class MI teams direct more of their deliverables towards top

management. •  World Class MI teams spend more time producing regular deliverables, as

opposed to ad-hoc. •  World Class MI companies centralize intelligence work to a greater extent. •  World Class MI companies are more efficient in decision-making.

41

World Class MI: Summary Common traits of companies with World Class MI


World Class MI: Organization World Class MI companies have 50% more internal clients and 50% larger MI teams


•  World Class MI companies consistently score higher on the questions concerning efficiency of decision-making in organizations.

•  Furthermore, companies with World Class MI back their decisions up with intelligence to a greater extent.

World Class MI: Decision-making

Scale: 5 = Strongly agree, 1 = Strongly disagree

Efficiency of decision-making with World Class MI


•  World Class Market Intelligence is more tightly integrated with all key corporate processes compared to other companies.

•  In particular, World Class MI is integrated into the strategic planning and sales & marketing processes.

World Class MI: Process integration

Scale: 5 = Strongly agree, 1 = Strongly disagree

Market Intelligence integration with corporate processes


World Class MI: Budgets The distribution of MI budgets (excl. HR costs) among World class MI companies is similar to the distribution among other companies

Maturity index

MI budget (excl. HR)

World class companies Other companies


Future investments in MI


•  Only 43% of companies agree that they intend to increase their investments in market intelligence in France.

•  A larger proportion of 47% of companies will see investments in MI remain the same over the next two years.

Market Intelligence investments: France

How will investments in MI develop over the next two years?


•  This is in contrast to other countries where the majority of companies plan to increase investment in MI, only 43% of French companies plan to increase their MI investments.

Market Intelligence investments: By country

How will investments in MI develope over the next two years?


•  Organizations in the French public sector are the most optimistic about future investments,

•  In 6 of the industries, companies expect MI investments to remain the same or decrease.

Investments in MI: France by industry

How will investments in MI develop over the next two years?

Scale:

5 = Increase significantly 4 = Somewhat increase 3 = Remain the same 2 = Somewhat decrease 1 = Decrease significantly


Executive Summary of Key Findings


MI Efficiency: Key findings

The efficency of decision-making does improve with market intelligence operation

•  Only 39% of French companies surveyed have a market intelligence operation in their organization.

•  81% of French companies agree that they have benefited from market intelligence operation.

•  68% think their market intelligence investments have paid-off.

•  French companies agree that MI positively supports their decision-making process.


•  In addition to the core MI team of 16 people, on average over 514 people contribute to MI.

•  Excluding HR costs, the average budget is just around €200,000.

•  Including HR costs, French companies’ MI budgets are over €800,000 on average.

•  Only 43% of companies intend to increase their investments in market intelligence.

MI Resources: Key findings

MI resources vary across companies and will be increasing over the next two years


GIA offers bespoke benchmarking opportunities for your company’s market intelligence

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There are several options for your company’s Market Intelligence to benefit from the Global MI Survey 2013 data.

• Global MI Survey 2013 white paper.

• Standardized Benchmarking Assessment reports from GIA.

• Customized Benchmarking Assessment projects from GIA.

• Benchmarking Circle roundtable projects by GIA.


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market intelligence in france · 2015. 5. 8. · iglobal market intelligence survey 2013 i 13 •...

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