As a result of the recession into which the global economy slipped in 2008, budgets have been cut in most corporate functions, with intelligence activities being no exception. Yet simultaneous with the thinning resources, demand for high quality market information has probably never been as pressing as during the previous year. This paradox largely defines the spirit of the responses to GIA’s Global Market Intelligence Survey 2009, conducted on six continents during August and September 2009. This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit http://bit.ly/GIAinsightWP

1. Global Market Intelligence
Survey 2009
Webinar presentation
October 29, 2009
www.globalintelligence.com

2. Webinar content outline
This document contains excerpts from GIA’s “Global Market
Intelligence Survey 2009” White Paper. For the free white paper,
please visit www.globalintelligence.com or email
info@globalintelligence.com.
Included here:
• Introduction and key findings
• High-quality market information supports decisive strategies
Not available here:
• Comparing regional results
• Integrating Market Intelligence with business processes
• The future of Market Intelligence
www.globalintelligence.com - page 2

3. Introduction to the Global Market
Intelligence Survey 2009
www.globalintelligence.com - page 3

4. Global Market Intelligence Survey 2009
Existence of systematic MI activities
Purpose of the study
• To understand the present state of MI on 800 724
a global level 700
600
• To understand differences in MI across 500
457
regions and industries 400
267
300
• To move forward on the previous Global 200
Market Intelligence studies conducted in 100
0
2005, 2007 and 2008
No Yes Grand Total
Scope
• 724 responses in total, with 457 Geographical spread of responses
341
organizations having an MI operation in
place
• The survey was conducted as a web
questionnaire during August-September 110 101 79
47
2009 by GIA Member companies 27 17 2
• Target companies included both large
Western Latin North Northern Asia Africa & Central & Other
global organizations and smaller, Europe America America Europe Pacific Middle Eastern
regionally operating companies East Europe
www.globalintelligence.com - page 4

5. Spread of responses by industry
140
124 124
120
100
80 69 67
59
60 53
45
38
40 32 29 28
19 16
20 11 10
0
www.globalintelligence.com - page 5

6. Key findings
www.globalintelligence.com - page 6

7. Key findings of the survey
• Opportunities and threats put • Organized MI increases self-
pressure on high-quality market confidence and accelerates
information decision-making
• The recession does a favor to many • 94% of companies
intelligence operations – so long as sometimes make key
not everything is put on hold decisions without the
• The survey results suggest that the support of Market
MI headcount at least hasn’t Intelligence
decreased, rather it may even • There are typically 1-2
have increased a little organizational layers
• MI budgets have been reduced, between the head of MI and
which was also evident in the open CEO
comments from the respondents
www.globalintelligence.com - page 7

8. Key findings of the survey, cont.
• Soft benefits of MI speak of fruitful
investments and satisfied users, further
efforts to be directed at improving time and
cost savings
• Towards increasingly concrete MI: Companies
aim at linking market information more
tightly with business processes
• Almost all surveyed companies expect the
investment in MI rather increase than
decrease over the next 2 years
• Current MI efforts focus on the short run, but
the long term should not be forgotten
www.globalintelligence.com - page 8

9. High-quality market information
supports decisive strategies
www.globalintelligence.com

10. Current global opportunities and threats drive
the need for market intelligence
Perceived opportunities in own Perceived threats in own industry over
industry over the next 2 years the next 2 years
M&A Price erosion
Market share gains Overcapacity
Expanding into new markets geographically New competitors entering the market
or product-wise
Finding innovative business models Emerging business models
Spotting new demand for products and Consolidation or fragmentation of the
services that the market shakeout creates value chain
Generating new partnerships Limited understanding of the current
trends
Speedy decision-making Slow decision-making
Changing customer behavior
Strengthening role of government www.globalintelligence.com - page 10

11. MI and decision-making +4 %-points compared to 2008
45 % 42 % 42 %
40 %
• “How efficient do you 35 %
30 %
consider executive decision- 25 %
20 %
making to be in your 15 %
10 % 7% 8%
1%
company?” 5%
0%
40 %
34 %
35 %
29 % 29 %
30 %
25 %
20 %
15 % • Only 6% of respondents
10 % 6% say the MI is being
5% 2% used in ALL key
0%
Utilized in Utilized in Utilized in Utilized in Not utilized
decisions
all key most key many key some key in key
decisions decisions decisions decisions decisions
www.globalintelligence.com - page 11

12. Organized Market Intelligence saves time and
effort and increases self-confidence
• Ease of finding information to
support business decisions in
companies with or without
organized Market Intelligence
100% 4% 100%
90% Not typically 20 % Not typically
14 % 90%
available available
80% 80%
70% 70%
It’s available 28 % It’s available
60% after a long 60%
50% after a long
67 % delay 50%
delay
40% It’s available 40%
30% after a short 30% 45 % It’s available
20% after a short
delay 20%
delay
10% 15 % It’s available as 10%
0% and when 0% 7% It’s available as
needed and when
MI non-MI needed
www.globalintelligence.com - page 12

13. • Soft benefits of MI speak of
fruitful investments and
satisfied users, further
Perceived benefits of MI efforts to be directed at
improving time and cost
savings
100%
90% 20 % 26 %
80% 39 % 42 % 49 % 57 % 58 %
70% 64 %
60% 72 %
50%
40% 80 % 74 %
30% 61 % 58 % 51 % 43 % 42 %
20% 36 %
10% 28 %
0% NO
YES
www.globalintelligence.com - page 13

14. Thank You for Your
Attention
These slides are excerpts from Contact Us
the GIA White Paper: “Global
Market Intelligence Survey For additional information about the
2009”. Global Intelligence Alliance and our
services, please send email to
info@globalintelligence.com or log on
Download the entire White Paper to the GIA website for the contact
information of the GIA company
for Free nearest to you.
The report has been published under the
GIA White Paper series and is available
for free download at
www.globalintelligence.com.
www.globalintelligence.com

15. About GIA
www.globalintelligence.com

16. GIA is a strategic market Intelligence
and advisory group
Global Intelligence Alliance (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.
www.globalintelligence.com
GIA Industry White Paper 2 / 2010: Native or Web Application? How best to deliver content and services to your audiences over the mobile phone

17. Access local knowledge in over
100 countries
GIA Group has 12 offices on 4 continents.
Together with affiliated GIA Member
companies, certified GIA Research Partners
and consultants, GIA provides access to
local knowledge in over 100 countries.
All GIA Network companies adhere to GIA’s
Research and Analysis Quality System as
well as the SCIP Code of Ethics.
www.globalintelligence.com - page 17

18. We understand your business
With a track record of supporting thousands of clients Industry Practices
around the world, we bring you practical expertise in your Automotive
Chemicals
markets, as well as knowledge from our practices covering Construction & Property Development
11 industries and all the key business functions. Consumer & Retail
Energy, Resources & Environment
Financial Services
Private Equity
Logistics & Transportation
Manufacturing & Industrial
Pharmaceuticals & Healthcare
Telecommunication, Technology & Media
Functional Practices
World Class Market Intelligence
MI for Strategic Planning
MI for Marketing & Sales
MI for Product & Innovation Management
MI for Supply Chain Management
M&A and Partnering
www.globalintelligence.com

19. International Global Intelligence Alliance Group info@globalintelligence.com
Baltic Region Gateway Baltic baltics@globalintelligence.com
Belgium Global Intelligence Alliance Belgium belgium@globalintelligence.com
Brazil Global Intelligence Alliance Latin America brazil@globalintelligence.com
Canada Global Intelligence Alliance Canada canada@globalintelligence.com
Central & Eastern Europe EasyLink Business Services cee@globalintelligence.com
China Global Intelligence Alliance China china@globalintelligence.com
Finland Global Intelligence Alliance Finland finland@globalintelligence.com
France RV Conseil france@globalintelligence.com
Germany Global Intelligence Alliance Germany germany@globalintelligence.com
Hong Kong Global Intelligence Alliance Hong Kong hongkong@globalintelligence.com
India Global Intelligence Alliance India india@globalintelligence.com
Japan McRBC japan@globalintelligence.com
Netherlands Global Intelligence Alliance Netherlands netherlands@globalintelligence.com
Russia ALT R&C. russia@globalintelligence.com
Singapore Global Intelligence Alliance Singapore singapore@globalintelligence.com
South Africa Butterfly Effect Intelligence southafrica@globalintelligence.com
Tunisia Tunisie RV Conseil tunisia@globalintelligence.com
UK Global Intelligence Alliance UK uk@globalintelligence.com
United Arab Emirates GCC Consulting uae@globalintelligence.com
USA East Coast Global Intelligence Alliance USA East Coast usaeast@globalintelligence.com
USA West Coast I.S.I.S. – Integrated Strategic Information Services, Inc. usawest@globalintelligence.com
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