Market Intelligence

Trends 2020 survey

Global survey findings, June 2014

All Rights Reserved 2014

www.globalintelligence.com

Market Intelligence Trends 2020 survey

Topline findings only. White Paper will be launched in August 2014.

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.

Western Europe

28%

North America
Asia Pacific (incl.
Australia)
Eastern Europe & CIS

59%

9%

Latin America
Africa & Middle East

2%
2%
1%

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

33% of MI professionals considered providing analysis

to be their priority task
MI program's primary position in the decision making process

Insight provider
24%

Analysis provider
33%

Decision maker
influencer
9%

Research
provider
19%
Information
provider
15%

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

MI is expected to move towards management

consultancy and automation of information collection
Extent to which MI programs will adjust to ongoing trends

1.79

Automated collection of information

1.76

MI program as a management consultancy

Integration of the MI program with other organizational
functions

1.66

1.58

Sharing of budgets and resources with other units

1.29

Automated analysis of information

-2

-1

+2 Strongly moving towards

+1 Somewhat moving towards
0 No change
-1 Somewhat moving away
-2 Strongly moving away
2

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

MI professionals said these 3 trends will be the key

changes in their MI functions until 2020

22%
17%
12%

predict a move towards having more strategic

advisor role.
see MI program as an integrated part of other
organizational function or unit.
expect their MI program to have a more
established status within organization.

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

MI professionals expect 2 additional trends to have

the largest impact on MI in the future
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
activities or theof
entire
strategic
and analysis
process
1.
1.
Broadening
theMI scope
MI
in advisory
terms
of what
Broader scope
of MI to whom
kind of content will be produced
and
(increased segmentation) Increased amount of outsourcing
13%

10%

36%

Resource sharing with other units

Wider information dissemination

Budget pressure MI activities

2.
2. Outsourcing of either the non-core
Use of Big Data analytics
or the whole process of strategic
advisory and
Software integration (e.g. with CRM)
analysis
Insight creation in interaction with clients
8%

8%

5%

5%

8%

8%

Other

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

Geographical focus

39%

of MI organizations put most

of their geographical focus
on global actions today.

But only 25 % of organizations will focus mostly on

regional activities.

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

Regional focus

31%

of MI organizations expect
their geographical focus to be
on Western Europe by 2020.

While 18 % cant choose one single focus region.

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

Most important areas of focus for market intelligence

with regards to the business environment

42%

of MI programs will focus on

competitors in 2020.

But only 23% will focus on customers

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

96 % agree that MI programs input is needed in

strategic decision making in 2020
Extent to which decision makers will need MI programs input
Strategic decision making

96%

Understanding market changes

95%
87%

Structured thinking and analysis

Risk avoidance

79%

Regular MI & CI updates

78%

Data explanation

71%

Ad hoc surveys for analyzed topics

70%

Second opinion on a decision

69%

Workshop facilitation

68%

Ad hoc surveys for basic information

53%
% who agree

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

10

Most important skills for MI programs in 2020

30%

of MI professionals consider
analytical skills to be the most
important MI skill 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
Options to develop the skills in MI programs
100%

Formal external
training

80%

Benchmarking

Likeliness vs. Unlikeliness

In-house training
60%

Internal recruitments

Outsourcing

External recruitments
40%

20%

0%

-20%

-40%
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

12

78% think Big Data will have a high or very high

impact on MI by 2020
Impact on Market Intelligence by 2020
78%

Big Data

76%

Overflow of information

71%

Visualization

58%

Social Media

51%

Co-Creation
Internet of Things

46%

Semantic Web

45%
32%

Cognitive Computing
Wearable Technologies

14%
High or Very High Impact

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

13

More visualized dissemination of information is seen

to have the most positive impact on MI by 2020
Impact on quality of MI by 2020

Internet of Things

5%

41%

Semantic Web

5%

41%

11%

Overflow of information
Wearable Technologies 3%

2%

51%
34%

15%

26%

Neither negative nor positive

14%

9%

72%
Somewhat positive

6%

48%

13%

Very positive

5%

47%

40%

9%

Cognitive Computing

2%

37%

46%

14%

Co-Creation

11%

27%

50%

10%

Social Media

4%

24%

53%

19%

Big Data

1%

23%

43%

33%

Visualization

Somewhat negative

3%

Very negative

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

14

Most important mediums or channels of information

for MI programs by 2020

42%

of MI professionals expect
either Internet or social media
to be the most important
information channel in 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
How companies MI budgets will develop by 2020

Over
75%
growth

26%75%
growth

10%

19%

1%-25%
growth

40%

No change

1%-25%
decrease

26%

5%

Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.

16

About GIA

www.globalintelligence.com

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.
1

We help companies set up and develop

world class market intelligence programs

We provide strategic analysis and

advisory for decision making
Our services cover the need for:
Market monitoring
Strategic analysis & advisory
Intelligence software
Intelligence Best Practices

About GIA

150 professional employees

11 international offices
11 GIA member locations
Founded 1995

Local knowledge in over

100 markets through local
experts

More than 100 international

companies work with us in
a continuous Intelligence
Partnership

18

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 for decision making

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

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
Australia
Brazil
Canada
Central & Eastern Europe
China
Finland
France
Germany
Hong Kong
India
Japan
South Korea
Mexico
Netherlands
Portugal
Russia
Singapore
South Africa
Tunisia
UK
United Arab Emirates
USA East Coast
USA Florida
USA Midwest

Global Intelligence Alliance Group

Global Intelligence Alliance Australasia
Global Intelligence Alliance Latin America
Global Intelligence Alliance Canada
GatewayBaltic
Global Intelligence Alliance China
Global Intelligence Alliance Finland
RV Conseil
Global Intelligence Alliance Germany
Global Intelligence Alliance Hong Kong
Global Intelligence Alliance India
McRBC
3mecca
Americas Market Intelligence Mexico
Global Intelligence Alliance Netherlands
Growth Setting
ALT R&C
Global Intelligence Alliance Singapore
Butterfly Effect Intelligence
RV Conseil Tunisie
Global Intelligence Alliance UK
GCC Consulting
Global Intelligence Alliance USA East Coast
Americas Market Intelligence Miami
Global Intelligence Alliance USA Midwest

info@globalintelligence.com
australasia@globalintelligence.com
brazil@globalintelligence.com
canada@globalintelligence.com
baltics@globalintelligence.com
china@globalintelligence.com
finland@globalintelligence.com
france@globalintelligence.com
germany@globalintelligence.com
hongkong@globalintelligence.com
india@globalintelligence.com
japan@globalintelligence.com
korea@globalintelligence.com
mexico@globalintelligence.com
netherlands@globalintelligence.com
portugal@globalintelligence.com
russia@globalintelligence.com
singapore@globalintelligence.com
southafrica@globalintelligence.com
tunisia@globalintelligence.com
uk@globalintelligence.com
uae@globalintelligence.com
usaeast@globalintelligence.com
usaflorida@globalintelligence.com
usamidwest@globalintelligence.com
www.globalintelligence.com

21