Market Intelligence to include Holistic Risk Management and Greater Collaboration by 2015
Businesses operate in a global environment that is vastly different from that of five years ago, particularly with the increased role of governments in traditionally free economies, expansion into more far flung economies, questions over risk and financial management tools and increased executive mobility. What will the next five years have in store for business executives and market intelligence professionals?
Market intelligence, where information on the business environment is systematically gathered, processed and analyzed in order to aid decision-making, will include more holistic risk management and greater cross-organizational collaboration within the next five years, according to the Market Intelligence Trends 2015 survey from Global Intelligence Alliance.
Overall, global executives expect their companies to have moved away from the traditional “analysis silos” approach by 2015 and to have organization-wide risk management systems that will analyze business opportunities and threats in a more comprehensive manner. In other words, they expect to have market intelligence systems that are capable of including multiple views on the external business environment, by fostering greater communication and collaboration between different geographical and functional units which perform different macroeconomic, customer, technology and competitor analysis.
Download the Global Market Intelligence Trends 2015 white paper, for the full presentation of the findings from the Market Intelligence Trends 2015 survey on:
- What type of information will be most valuable for decision-makers in 2015?
What are the future channels through which decision-makers receive business information?
What kinds of megatrends will influence intelligence topics in 2015?
Will social media have an impact on the cultural side of MI programs?
Predictions for market intelligence (2010-2015)
1. Greater collaboration and “co-creation”. Market intelligence professionals intend to collaborate more closely with executives, sales people and company experts, to develop their organization’s market intelligence infrastructure and deliverables and to better link them to the decision points that the company executives are facing. More cross-border collaborations will be encouraged in order to capture global trends and events, and a greater focus will be placed on roundtable discussions, scenario analysis workshops and war gaming or other forms of collaborative techniques.
Also of increasing importance will be the ability to benchmark against competitor products and services and collate ideas, thoughts and opinions from experts about how their markets are changing.
Use of Market intelligence in 2015
| 1st Priority – Collaboration | Discussions, comments, dialogue between people within the internal network Intelligence teams to present conclusions to management (that may even challenge prevailing business assumptions) rather than merely delivering neutral analysis |
| 2nd Priority – Benchmarking and Expert Advice | Comparison with and benchmarking against competitor products and services Ideas, thoughts and opinions from experts about how the marketplace is changing |
| 3rd Priority – Business information | Broad trends and themes about consumer and household behavior Numbers, figures and hard facts about competitors’ or customers’ performance Industry-level indicators, price data, market size and market share data Macroeconomic indicators and forecasts to help understand business cycles |
2. Market intelligence will be better integrated with other internal processes. As a result of greater collaboration across organizational divisions, the market intelligence function is expected to be better integrated into business processes such as sales and marketing, innovation, strategy and planning.
3. Mobile and social media tools become part of the market intelligence process. Market intelligence professionals also say they are working towards the integration of social media tools and mobile services into their information collection and communication processes by the year 2015. Online tools such as wikis, podcasts and webcasts will be part of the norm. The more sophisticated companies even expect to use Global Positioning Systems (GPSs) to provide geo-demographical data.
Technologies that will change the way business information is shared (2010-2015) 
4. Focus of market intelligence talent development moves from data-cruncher to advisor. Market intelligence professionals are increasingly expected to add value in a greater variety of ways, from market facts to strategic insights. As such, they will need to hone both their ‘hard’ skills in increasingly popular analysis methods such as strategy maps and alternative scenario simulations, as well as their ‘soft’ skills in facilitating, consulting and people management.
Download the Global Market Intelligence Trends 2015 white paper, for the full presentation of the findings.
About the Market Intelligence Trends 2015 White Paper
The Market Intelligence Trends 2015 White Paper from Global Intelligence Alliance presents findings from an online survey in May 2010, amongst 146 market intelligence executives from around the world, that forecasts developments in the strategic market intelligence domain. In particular, it covers the trends that will impact the way market intelligence is conducted, information that will become most valuable to decision-makers, future channels for information sharing and the impact of social media by the year 2015.
The findings are expected to be useful to senior business executives in the planning and budgeting of their market intelligence activities over the next few years.
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Global Intelligence Alliance (GIA) is a strategic market intelligence and advisory group. GIA was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory.
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