Client-driven Convergence Of The Market Research, CRM And Competitive Intelligence Industries - An Australian case study

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge “insights” capability by bringing together into a single, integrated team its market research, market and competitive intelligence, CRM, and data mining capabilities that provided the insights underpinning the development and implementation of the organisation’s 2001-2003 Strategic Plan.

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

An Australian Case Study

Helen SimpsonThe 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...

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