Fabienne Berger-Remy

Marketing Intelligence

CFVG

January 2017

Auteur - Date - 1
 Lecture Objectives
• Introduce the role of information and marketing
research plays in effective marketing
decision-making.

Market
information Effective
marketing
Market decision making
research
 Lecture Objectives
• Consider the marketing research process and
develop an awareness of the various types of
qualitative and quantitative studies:

 Understanding the marketing research process

 Outlining the sources of information (primary and

secondary data)

 Developing market research tools (qualitative and

quantitative studies).
 Lecture Objectives
• Thus, students will be able to :

 Select the type of information required for an

adequate monitoring

 Formulate an appropriate research design

 Negotiate with the marketing research suppliers

 Evaluation

• 50% on a case study “Yamaha scooter”

Groups of 5 to 6 students
Deliverables: a powerpoint presentation + the data
collection tools on a word format
+ extra points on active participation to the lecture!

• 50% Examination
2 hours
Documents allowed
Case study and questions
 Reference books and ressources

• For a general overview on the subject:

Marketing Management, Kotler & Keller, Pearson, 13th edition
2009
Ch3: gathering information and scanning the environment
Ch4: conducting marketing research and forecasting demand
• For a practical perspective on today's critical issues in
market research
Malhotra N. et Peterson M., Basic Marketing Research : a
decision-making approach, Pearson.
• If you are interested in qualitative research (available at
CFVG’s library)
Miles, M. B., & Huberman, M. A., Qualitative Data Analysis, Sage
Publications
 What is marketing intelligence?

• A process that provides the right information

at the right moment to help in the decision
making process in all marketing activities.
• A marketing information system
= internal company records
+ marketing intelligence activities
+ marketing research

Marketing research A tool

Marketing intelligence A process

Marketing Intelligence as a process

•2 complementary routines:
On-going MI activities
Ad-hoc marketing research

Ad-hoc
The set of information you need to
marketing do your job in marketing
research
On-going Usually when a problem occurs
Or in a search of an opportunity
MI activities
A definition of Marketing Intelligence

The systematic and objective identification, collection, analysis,

dissemination, and use of information that is undertaken to improve
decision making related to identifying and solving problems /
opportunities in marketing

Identification of Identifying and solving

information needed marketing problems

Collection of data
Use of information
in decision making
Analysis of data

Dissemination of
results
 Marketing intelligence, what for?

• identify significant marketplace changes

competitors’moves
changes in consumers’behaviour
• inspire creativity
launch product and services providing value
• test options
finetune the marketing plans
• monitore
evaluate the efficiency of your marketing actions
 What you get (most often) as a result

• key business factors about your market

Growth trends in your business sector
Size of your target market
Best location for your business
How your business stacks up against the competition
Factors that influence buying decisions
Degree of demand for your product or service
 What you get (most often) as a result

• key information about your customers and

prospects
=> customer insight
Their demographic profile
The types of features or special services they want
What they like and dislike about your product or
service
How they use your product or service
How often they buy and how much they will pay for
your product or service
 The interest of superior information

• Companies with superior information enjoy a

competitive advantage (market orientation)
Create more focused business plan
Can choose their market better
Develop better offering and more efficient advertising
campaign
Execute better marketing planning
 Overloaded by data

• the problem is not in obtaining data, but in

making
the right selection
The right analysis
• Problems you may face
Not knowing how to get hold of critical information
Getting to much information that you cannot use
Getting to little information that you really need
Getting important information too late
 Efficiency in marketing intelligence :

• a good balance between the information needs

and the costs and time constraints

must have vs nice to have

.
• Data have no value by themselves
the value is conveyed by the effective use of
data.
 question / exercice

1. What kind of marketing

data are followed on
regularly basis in your
company?
2. What, in your opinion,
could be missing? Why?
MI: who does what?

RESEARCH
SUPPLIERS

INTERNAL EXTERNAL

FULL LIMITED
SERVICE SERVICE

syndicated customized internet / focus technical field

services services social groups and and services
media qualitative analytical
services services services
 MI: who does what?

• INTERNALLY: A marketing intelligence team,

close to the management team
Also called « Consumer Insight Management »

• Or within the marketing department:

a dedicated market research team
or done directly by the brand / product management
team

• And / or within the sales department

CRM Customer Relationship Management
 MI: who does what?
Top 10 global research organizations 2013
Nb of countries
Presence in Research revenue
Rank Company Parent country with branch
Vietnam (million USD)
offices

1 Nielsen US & 100 yes 6.045

Netherlands
2 Kantar UK 100 yes 3.389

3 IMS Health Inc. US 76 yes 2.544

4 Ipsos France 86 Yes 2.274

(CBI)
5 GfK AG Germany 74 yes 1.985
6 IRI (Information US 8 845
Resources Inc)
7 Westat Inc US 6 582
8 Dunhhumby UK 24 454
9 Intage Inc Japan 8 435
10 The NPD Group Inc US 14 288
New players in the data field
 Criteria to select a research supplier
• What is the supplier reputation?
• Does the firm complete projects on schedule? Is it flexible?
• Is it known for maintening ethical standards?
– For more information on ethical standards, see Esomar’s website
www.esomar.org
• Are its research projects of high quality?
• What kind and how much experience does the supplier have?
• Has the firm had experience with projects similar to this one?
• Do the supplier’s personnel have both technical and non technical
expertise?
– See the professional researcher certification offered by the marketing research
association www.mra-net.org
• Has the firm formed any strategic alliances? What ressources does it have
access to?
 question / exercice

1. In your company, what kind

of marketing intelligence
tasks are done internally?
When and why are you
subcontracting to an
external company?