In a white paper on the current state of market intelligence, The Global Intelligence Alliance (GIA) surveyed nearly 900 companies in 64 countries, and discovered:
· Improving efficiency in conducting market intelligence – 80% say their investments in market intelligence have paid off (up 2% from 2011)
· In relative terms, decision-making is 15% more efficient in companies that have a market intelligence function in place
· The average size of market intelligence teams has been reduced by one person to 12 people since 2011.
· Large budgets are no guarantee for more advanced market intelligence functions or higher ROI
· Market intelligence is most advanced in Media and Entertainment companies but interestingly, that is also where the perceived return on investment (ROI) is the lowest.
· The highest perceived ROI for market intelligence is in the Environment and Renewables industries