Research on Marketing Intelligence in South Africa

BizCommunity.com of South Africa writes about a Bureau of Market Research (BMR) and the Department of Business Management at Unisa study that calls marketing intelligence (MI) an “essential tool for strategic planning and decision making.”  The report focuses on marketing intelligence use by South African companies.

The rise in relevance of the research is because of the increasingly competitive business climate requiring, “sound MI in support of sustainable development goals for South African businesses.”

The study measured user satisfaction and what it terms “value” to the business. The research goal of the project is to provide information on the value of marketing intelligence and how it can improve their business within South Africa.

The 300 company study found the largest market intelligence gaps relate to marketing information regarding customers and competitors.  One of the authors said the study confirms the value of marketing intelligence to South African business that show high commitment toward improved investment in MI in the immediate future.

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