Client-Driven Convergence of the Market Research, Crm and Competitive Intelligence Industries

An Australian Case Study

Helen Simpson
The Insight Hub, Australia


The volume of debate within the market research industry about the convergence of market research and CRM and the likely implications is growing rapidly as evidenced by the increasing number of papers being presented at conferences and studies such as the Two Rivers Study conducted jointly by SPSS Inc, The Kantar Group and Kenning Research Inc in 2002. However, the Australian case study presented here suggests this is only part of the equation and the phenomenon is much wider than just market research and CRM. It also encompasses the competitive intelligence industry and will be driven by clients seeking to harness their market and customer information resources and skills in order to manage their knowledge assets more strategically. Firms are increasingly recognizing that this capability will underpin their ability to innovate, to create and maintain a sustainable competitive advantage and to grow.