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The Integration of Market Research &
      Competitive Intelligence




       Presented by SIS International Research
                    March 2010
THE OVERALL DIFFERENCE 

Market Research
  Tells you what you want and need to know
  “Is a science”



Business Intelligence
  May tell you what you don’t want to know
  “Is an art”




                Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.   •2
THE EVOLUTION AND THE “ERA”
OF MARKET RESEARCH
Market research evolved during the post World War II period,
driven by the rapidly growing US consumer market

During the 1950’s – the 1970’s, application of scientific and
analytical methods were employed for:

   market segmentation
   market projection
   development of consumer profiles
   attitudes and usage studies
   new product concept testing
   tracking and performance/measurement studies of retail
   products
   customer satisfaction studies

           Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.   •3
THE “ERA OF COMPETITION” –
THE EMERGENCE OF COMPETITIVE INTELLIGENCE

  During the 1980s, the US economy experienced intense
  competition from Japan, followed by other Asian
  countries, in the automotive and manufacturing
  segments.

  Out of “defensive” measures to protect their domestic
  market shares, US firms started to monitor their domestic
  and foreign competition.

  CI Research methods primarily consisted of scanning the
  literature and primary research.

  1986 – The emergence of SCIP; professional organization


         Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.   •4
IN THE POST COMMUNIST PERIOD 1990s

The world began to “go global”

Market research “went global” to the developing countries
[e.g. China, India, Russia, Latin America, etc.]
   Was primarily quantitative

On the other hand, CI was most developed in the US
  Was primarily qualitative

The problem: Most firms knew how to use market research data
and findings but did not know how to use BI/CI studies

The challenge remains: “to turn CI into actionable information”


          Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.   •5
CONTRAST IN RESEARCH METHODS
Aspect of Research                   Market Research                                  CI Methods

Focus                              On the present and                        On past, present and
                                   past behavior                             future
Level of impact                    Moderate                                  High – “have more to
                                                                             lose and gain”
Research Method                    “Structured”                              “Unstructured
                                   qualitative and                           qualitative”
                                   quantitative
Target respondents                 Identified and known                      Unknown

Method of                          Questionnaire and                         “Oblique” or indirect
interviewing                       direct questions
Method of Analysis                 Crosstabs, statistical                    “Putting the pieces of
                                   analysis                                  a puzzle together”
               Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.          •6
IN THE 21ST CENTURY –
THE INTEGRATION OF MARKET RESEARCH AND COMPETITIVE
INTELLIGENCE


 Corporate downsizing has forced strategic planning,
 market research, and competitive intelligence to become
 “more efficient,” and in some firms, to merge into one
 department.

 The results of market research studies are comparatively
 easier to track than CI studies.

 The integration of both of these methods generates a
 “powerful cocktail” of intelligence for the organization if
 they know how to utilize the information for strategic and
 tactical decision making.


          Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.   •7
EXAMPLES OF HOW TO INTEGRATE MARKET
RESEARCH AND COMPETTIVE INTELLIGENCE
  Market Research                       Competitive                                 Integrated
                                        Intelligence                               Intelligence
 Market Segmentation Analysis of existing                                  Results in strategic
 Study               and new competitor                                    re-positioning of the
                     entry into these                                      markets
                     segments
 Focus Groups on new Conduct a search of                                   Integration of the
 product concept test potential new                                        competitive products
                      products or start up                                 into the focus groups
                      firms                                                and the analysis
 Conjoint Price                  Competitive pricing                       Development of
 analysis                                                                  tactical and long
                                                                           term pricing analysis
                                                                           with scenarios
             Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.         •8
SUMMARY/CONCLUSIONS
 Opportunity exists to integrate business intelligence with
 market research to achieve maximum “intelligence yield”

 Caution: monitor the projects to avoid duplication

 Remember: market research and BI/CI employ different skill
 sets
    Do not assume that the research executives can be
    “cross functional”

 A database should be created which catalogues these
 “hybrid” projects to enable your firm to track the success of
 this functional area

          Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.   •9

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The Integration of Market Research and Competitive Intelligence

  • 1. The Integration of Market Research & Competitive Intelligence Presented by SIS International Research March 2010
  • 2. THE OVERALL DIFFERENCE  Market Research Tells you what you want and need to know “Is a science” Business Intelligence May tell you what you don’t want to know “Is an art” Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •2
  • 3. THE EVOLUTION AND THE “ERA” OF MARKET RESEARCH Market research evolved during the post World War II period, driven by the rapidly growing US consumer market During the 1950’s – the 1970’s, application of scientific and analytical methods were employed for: market segmentation market projection development of consumer profiles attitudes and usage studies new product concept testing tracking and performance/measurement studies of retail products customer satisfaction studies Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •3
  • 4. THE “ERA OF COMPETITION” – THE EMERGENCE OF COMPETITIVE INTELLIGENCE During the 1980s, the US economy experienced intense competition from Japan, followed by other Asian countries, in the automotive and manufacturing segments. Out of “defensive” measures to protect their domestic market shares, US firms started to monitor their domestic and foreign competition. CI Research methods primarily consisted of scanning the literature and primary research. 1986 – The emergence of SCIP; professional organization Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •4
  • 5. IN THE POST COMMUNIST PERIOD 1990s The world began to “go global” Market research “went global” to the developing countries [e.g. China, India, Russia, Latin America, etc.] Was primarily quantitative On the other hand, CI was most developed in the US Was primarily qualitative The problem: Most firms knew how to use market research data and findings but did not know how to use BI/CI studies The challenge remains: “to turn CI into actionable information” Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •5
  • 6. CONTRAST IN RESEARCH METHODS Aspect of Research Market Research CI Methods Focus On the present and On past, present and past behavior future Level of impact Moderate High – “have more to lose and gain” Research Method “Structured” “Unstructured qualitative and qualitative” quantitative Target respondents Identified and known Unknown Method of Questionnaire and “Oblique” or indirect interviewing direct questions Method of Analysis Crosstabs, statistical “Putting the pieces of analysis a puzzle together” Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •6
  • 7. IN THE 21ST CENTURY – THE INTEGRATION OF MARKET RESEARCH AND COMPETITIVE INTELLIGENCE Corporate downsizing has forced strategic planning, market research, and competitive intelligence to become “more efficient,” and in some firms, to merge into one department. The results of market research studies are comparatively easier to track than CI studies. The integration of both of these methods generates a “powerful cocktail” of intelligence for the organization if they know how to utilize the information for strategic and tactical decision making. Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •7
  • 8. EXAMPLES OF HOW TO INTEGRATE MARKET RESEARCH AND COMPETTIVE INTELLIGENCE Market Research Competitive Integrated Intelligence Intelligence Market Segmentation Analysis of existing Results in strategic Study and new competitor re-positioning of the entry into these markets segments Focus Groups on new Conduct a search of Integration of the product concept test potential new competitive products products or start up into the focus groups firms and the analysis Conjoint Price Competitive pricing Development of analysis tactical and long term pricing analysis with scenarios Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •8
  • 9. SUMMARY/CONCLUSIONS Opportunity exists to integrate business intelligence with market research to achieve maximum “intelligence yield” Caution: monitor the projects to avoid duplication Remember: market research and BI/CI employ different skill sets Do not assume that the research executives can be “cross functional” A database should be created which catalogues these “hybrid” projects to enable your firm to track the success of this functional area Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •9