In the UK, the Market Research Society (MRS) has partnered with Kantar to launch a report which explains how 'Intelligence Capital' can drive business growth.
Authored by Kantar's Julie Kollman and Andrew Curry, the report - 'The Responsive Business: Creating growth and value through Intelligence Capital' - positions the latter as a critical business investment, alongside financial and human capital. Findings recommend that businesses put research, insight and data analytics at the heart of their strategy, while making the case for investment in the function.
Based on consultation with MRS members and the MRS Senior Client Council, the report has been designed to help businesses harness the intelligence they already have and use it to differentiate themselves competitively to drive business growth. The report also includes contributions from companies such as Diageo, PepsiCo, Samsung, Carlsberg and Google.
MRS CEO Jane Frost comments: 'In our world of ever-advancing technologies, research, insight and data analytics should be centre stage as they hold the key to untapped assets and long-term growth. This report is a tool for businesses, providing a framework for how they can adapt and utilise what they already have - what they know about their customers and the business environment - and use it to differentiate themselves competitively'.
The report can be downloaded at: goo.gl/xPv9K3.
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas.