6 strategic market intelligence myths, demystified
TRANSCRIPT
6 myths about strategic market intelligence…
demystified
6 myths about strategic market intelligence…
demystified
frederic de meyer
institute for future insights
www.i4fi.com
frederic de meyer
institute for future insights
www.i4fi.com
#1 strategic market intelligence is costly
Decision area
Frederic De Meyer – i4fi
Not necessarily !
Dependent on the type of decision you need to make, strategic intelligence can be costless
…paid services on top can be useful as endorsement
#2 you need an external agency to gather strategic data
Frederic De Meyer – i4fi
Not necessarily !
The internet is loaded with free data and market insights… a thorough and systematic search can do a great part of the job!
(free statistics)
(professional organizations –technology examples)
(free market insights)
#3 strategic market intelligence is complex
Frederic De Meyer – i4fi
Hell no, not always !
Very often the bleeding obvious is omitted… bottom line thinking and simple cross-checks can do miracles !
#4 interpreting market data is easyFrederic De Meyer – i4fi
Hell no, not always !
Simple conclusions often hide some inconvenient truths… the devil is in the detail !
Our addressable market is growing with 10%. So, provided we keep the same market share, our turnover will grow with 10% as well
Even if we keep the same market share in each of our markets, our overall share and turnover might decline
#5 strategic intelligence = 200 slides per question
Frederic De Meyer – i4fi
Don’t ask for them !
Ask for that single chart that exactly answers your question and helps you make that one decision…
(but think about it thoroughly before you do)
JapanNorth America
South Am. Europe
CIS
MEA
Asia
China
Pas
t te
chn
olo
gy a
do
pti
on
Business environment
Geographic priotization intruduction new technology [X]
Bubble size: Ease of doing business
FavorableUnfavorable
High
Low
SAMPLE CHART, i4fi
#6 data needs to be 100% accurate to make decisions based on them
Frederic De Meyer – i4fi
No it doesn’t !
There is no such thing as 100% accurate data…
furthermore, you shouldn’t mind if the data is 80%, 82.5% or 84.7332% accurate, just as long as you can make successful decisions based on them!
illus
ion
/ de
lus
ion
A
A
A
A, C
A, C
A, C, D
A, B, C, D
Strategic options: A, B, C, D, E
A
?
helping you anticipate the future !