1. www.globalintelligence.comAll Rights Reserved ©2014
Global survey findings, June 2014
Market Intelligence
Trends 2020 survey

2. Market Intelligence Trends 2020 survey
59%
28%
9%
2%
2%
1%
Western Europe
North America
Asia Pacific (incl.
Australia)
Eastern Europe & CIS
Latin America
Africa & Middle East
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.
Topline findings only. White Paper will be launched in August 2014.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
2

3. 33% of MI professionals considered providing analysis
to be their priority task
Analysis provider
33%
Insight provider
24%
Research
provider
19%
Information
provider
15%
Decision maker
influencer
9%
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
MI program's primary position in the decision making process
3

4. MI is expected to move towards management
consultancy and automation of information collection
+2 Strongly moving towards
+1 Somewhat moving towards
0 No change
-1 Somewhat moving away
-2 Strongly moving away
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Extent to which MI programs will adjust to ongoing trends
4
1.29
1.58
1.66
1.76
1.79
-2 -1 0 1 2
Automated analysis of information
Sharing of budgets and resources with other units
Integration of the MI program with other organizational
functions
MI program as a management consultancy
Automated collection of information

5. MI professionals said these 3 trends will be the key
changes in their MI functions until 2020
22% predict a move towards having more strategic
advisor role.
17% see MI program as an integrated part of other
organizational function or unit.
12% expect their MI program to have a more
established status within organization.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
5

6. MI professionals expect 2 additional trends to have
the largest impact on MI in the future
1. Broadening the scope of MI in terms of what
kind of content will be produced and to whom
(increased segmentation)
2. Outsourcing of either the non-core MI activities
or the whole process of strategic advisory and
analysis
• 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 MI activities or the entire strategic advisory and analysis process
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
6
13%
10%
8%
8%
8%
8%
5%
5%
36%
Broader scope of MI
Increased amount of outsourcing
Resource sharing with other units
Wider information dissemination
Budget pressure
Use of Big Data analytics
Software integration (e.g. with CRM)
Insight creation in interaction with clients
Other
1. Broadening the scope of MI in terms of what
kind of content will be produced and to whom
(increased segmentation)
2. Outsourcing of either the non-core MI activities
or the whole process of strategic advisory and
analysis
13%
10%
8%
8%
8%
8%
5%
5%
36%
kind of content will be produced and to whomBroader scope of MIkind of content will be produced and to whom
Increased amount of outsourcing
Resource sharing with other units
Wider information dissemination
Outsourcing of either the non-core MI activitiesBudget pressureOutsourcing of either the non-core MI activities
or the whole process of strategic advisory andUse of Big Data analytics
or the whole process of strategic advisory and
Software integration (e.g. with CRM)
Insight creation in interaction with clients
Other

7. 39% of MI organizations put most
of their geographical focus
on global actions today.
Geographical focus
But only 25 % of organizations will focus mostly on
regional activities.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
7

8. 31% of MI organizations expect
their geographical focus to be
on Western Europe by 2020.
Regional focus
While 18 % can’t choose one single focus region.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
8

9. 42% of MI programs will focus on
competitors in 2020.
Most important areas of focus for market intelligence
with regards to the business environment
But only 23% will focus on customers
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
9

10. 96 % agree that MI program’s input is needed in
strategic decision making in 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Extent to which decision makers will need MI program’s input
10
53%
68%
69%
70%
71%
78%
79%
87%
95%
96%
Ad hoc surveys for basic information
Workshop facilitation
Second opinion on a decision
Ad hoc surveys for analyzed topics
Data explanation
Regular MI & CI updates
Risk avoidance
Structured thinking and analysis
Understanding market changes
Strategic decision making
% who agree

11. 30% of MI professionals consider
analytical skills to be the most
important MI skill in 2020.
Most important skills for MI programs in 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
11

12. 82% of MI professionals are likely to use benchmarking
to develop their MI programs
In-house training
Formal external
training
Benchmarking
External recruitments
Internal recruitments
Outsourcing
-40%
-20%
0%
20%
40%
60%
80%
100%
Likelinessvs.Unlikeliness
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Options to develop the skills in MI programs
12

13. 78% think Big Data will have a high or very high
impact on MI by 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Impact on Market Intelligence by 2020
13
14%
32%
45%
46%
51%
58%
71%
76%
78%
Wearable Technologies
Cognitive Computing
Semantic Web
Internet of Things
Co-Creation
Social Media
Visualization
Overflow of information
Big Data
High or Very High Impact

14. More visualized dissemination of information is seen
to have the most positive impact on MI by 2020
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
Impact on quality of MI by 2020
14
3%
11%
5%
5%
9%
14%
10%
19%
33%
13%
26%
41%
41%
40%
46%
50%
53%
43%
72%
15%
51%
48%
47%
37%
27%
24%
23%
9%
34%
2%
6%
5%
2%
11%
4%
1%
3%
14%
Wearable Technologies
Overflow of information
Semantic Web
Internet of Things
Cognitive Computing
Co-Creation
Social Media
Big Data
Visualization
Very positive Somewhat positive Neither negative nor positive Somewhat negative Very negative

15. 42% of MI professionals expect
either Internet or social media
to be the most important
information channel in 2020.
Most important mediums or channels of information
for MI programs by 2020
And 24% say it will be direct communication
with other people.
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
15

16. 40% of respondents expect 1-25% growth in their
company's MI budget by 2020
Over
75%
growth
26%-
75%
growth
1%-25%
growth No change
1%-25%
decrease
19%10% 40% 5%26%
Source: Global Intelligence Alliance, Market Intelligence Trends 2020 Survey.
How companies’ MI budgets will develop by 2020
16

17. www.globalintelligence.com
About GIA

18. 18
• Market monitoring
• Strategic analysis & advisory
• Intelligence software
• Intelligence Best Practices
We help companies set up and develop
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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.
• More than 100 international
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Partnership
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About GIA • 150 professional employees
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• Founded 1995
We provide strategic analysis and
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Our services cover the need for:
1
2

19. 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 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
MI for decision making
19

20. 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.
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Mexico Americas Market Intelligence Mexico mexico@globalintelligence.com
Netherlands Global Intelligence Alliance Netherlands netherlands@globalintelligence.com
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Tunisia RV Conseil Tunisie tunisia@globalintelligence.com
UK Global Intelligence Alliance UK uk@globalintelligence.com
United Arab Emirates GCC Consulting uae@globalintelligence.com
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