GIA 백서: 마켓 인텔리전스의 미래에 대한 8가지 시나리오

GIA는 2014년 7월, “마켓 인텔리전스의 미래 시나리오 예측” 백서를 통해 마켓 인텔리전스의 미래에 대한 8가지 예측을 발표하였다. 본 백서는 “마켓 인텔리전스의 미래”를 주제로, 마켓 인텔리전스 전문가와 전략적 예지력(foresight) 전문가들로 구성된 1일 시나리오 분석 워크숍을 토대로 한 것이다.

미래의 마켓 인텔리전스 팀을 위한 8가지 시나리오

1. 마켓 인텔리전스 워룸(war room) 구축

2. 마켓 인텔리전스 사용자 세분화

3. 마켓 인텔리전스의 전문성에 대한 사내 마케팅

4. 인사이트 공동창출

5. “오직 내가 원하는 것만”이라는 마인드 및 사용자 주도의 필터링

6. 진위여부 판단 필터링 개발

7. 마켓 인텔리전스와 사용자의 소셜네트워크의 통합

8. 쏘트 리더십 마케팅을 위한 마켓 인텔리전스

 

GIA Predicts Eight Future Scenarios for Market Intelligence in White Paper

2014-07-14 In a new white paper by Global Intelligence Alliance (GIA), Predictions of Future Scenarios for Market Intelligence, the consultancy makes eight predictions regarding the future of market intelligence. The paper is based on discussions in a one-day scenario analysis workshop comprising market intelligence professionals and strategic foresight experts, focused on what the future of market intelligence will hold.

The findings from the workshop reveal that in the future, market intelligence teams will make use of the following.

1. Market Intelligence war room

Companies will create market intelligence war rooms, which are essentially rooms in the head office that are combinations of virtual and physical spaces and where the walls are covered with media screens to facilitate the brainstorming of ideas.

2. Segmentation of market intelligence users

To cater to the needs and preferences of different market intelligence users, especially considering the increasing tendency for do-it-yourself activities and different expectations of generation Y workers, there were be a necessary evolution to segmenting market intelligence users more clearly than current organizations do.

3. Internal marketing of market intelligence expertise

In light of increasing end-user do-it-yourself attitudes, the semantic web, social robots and other phenomena that will encourage end users to collect and process market information on their own, a key priority for any market intelligence team will be to clarify the reason for its existence.

4. Co-Creation of Insights

Market intelligence professionals at the workshop concluded that the co-creation of insights will inevitably be increasingly important.

5. “Only what I want” mentality and user guided filters

As the collection and dissemination of basic market intelligence will become more automated with fewer delays, and as the amount of available data to be shared continues to grow, it is likely that users will increasingly prefer to receive only a sub set of information they consider to be most relevant for their job role - and only at the time they want it.

6. Development of a falsification filter

A falsification filter will become a core part of the market intelligence dissemination platform, and its intelligence would be user-guided, as it learns to react to irrelevant articles.

7. Integration of market intelligence and user’s social networks

Market intelligence users can start to receive vastly more personalized intelligence based on their interests, and integrate valuable commentary and collaborative input from their personal networks.

8. Market Intelligence for thought leadership marketing

Market Intelligence teams possess a vast amount of insight and access to knowledge and have the capability to fuel insightful thought leadership marketing even more in the future.

The full details can be found in the Predictions of Future Scenarios for Market Intelligence White Paper, which can be downloaded here.

Facilitated by GIA and AlternativeFutures, a consulting firm focused on strategic foresight, the one-day workshop that involved 15 market intelligence experts, who were divided into three sub groups. Diverse industry expertise was represented in each group, and the groups were given change phenomena to assess in terms of how each would likely affect the way market intelligence is conducted in the future. These phenomena included those related to new technology, new methods of organizing market intelligence and economic changes. 

For further information, visit the www.globalintelligence.com or send an email to media@globalintelligence.com. 

About Global Intelligence Alliance 

Global Intelligence Alliance (GIA) is a strategic market intelligence and advisory group. GIA was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory.

Today, we are the preferred partner for organizations seeking to understand, compete and grow in international markets. Our industry expertise and coverage of over 100 countries enables our customers to make better informed decisions worldwide.