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MRS and Kantar Promote ‘Intelligence Capital’

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 here.

Article source: Mrwe

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The Research Society is the peak body for research, insights and analytics professionals in Australia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, client-side organisations, the non-profit and government sectors, support services as well as institutions and the academic community. As well as over 2,000 individual members, the Research Society has 125+ company and client partners, with the number continuing to grow. The Research Society research professionals and company partners commit to and are regulated by the Research Society Code of Professional Behaviour.