Making intelligence count

Ever-increasing resources are being devoted to learning about customers. What do they want, how do they perceive us and our offer, how do we match up against the competition? Attendant pressures mount on research specialists, product, brand and marketing managers to provide insights to inform strategy formulation.

Making Intelligence Count

Sean A. MeehanInternational Institute of Management Development, Switzerland 

WHY LEARN ABOUT MARKETS?

The rise of the market intelligence business continues unabated. Companies and their executives crave a more thorough understanding of customers expressed and latent needs, their decision making processes, product and service information search strategies, as well as competitors value propositions and capabilities. ESOMAR estimates that global market research expenditure in 1997 was almost $12 billion (an increase of 18% over 1996 and approximately doubling over the previous seven years). The European Union remains the largest market for research, accounting for 41% of the global...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
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