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NEWS21 March 2019

MRS launches Intelligence Capital report

News Trends UK

UK – The Market Research Society (MRS) has partnered with Kantar to launch a report outlining how the Intelligence CapitalTM  framework can help businesses become more responsive.

Launched at the London Stock Exchange today, the report, Responsive Business: Creating growth and value through Intelligence Capital, outlines the role of research, insight and data analytics within business strategy and makes the case for more investment in the function.

Authored by Kantar’s Julie Kollman and Andrew Curry, the report details the Intelligence Capital model and how businesses can apply it to drive financial value.

It also features case studies and contributions from companies including Diageo, PepsiCo, Samsung, Carlsberg and Google.

Jane Frost, chief executive of MRS, said: “Financial and human capital have long been the cornerstones of business growth strategies. But just because insight is more difficult to measure, it doesn’t mean it is less important. In fact, 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.”

Julie Kollman, chief research officer at Kantar and report co-author, added: “Intelligence Capital is the most important source of competitive advantage today.  Small start-ups and disruptors succeed by exploiting undiscovered or unmet needs, not because they have greater financial assets.” 

The report can be downloaded here

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