Market Intelligence Supporting Customer-Centric Growth and Innovation

Mark Huson of Kaiser Associates will present an interactive session on a framework for customer-centric market strategy and growth on Wednesday, May 8 at the28th SCIP International Conference and Exhibition in Orlando Fl.

Finding and qualifying new product and service opportunities—and determining how to prioritize those opportunities and devote scarce resources—are both challenging and risky activities. While companies may rely on some forms of market data to help direct those choices, decisions are often made in a vacuum or without a holistic view of the external market landscape. More than ever, a customer-centric view of market opportunities, market landscape elements (channels, complementary products / services, competitors), and routes to success is critical to driving growth.

 During this interactive session on May 8 at the SCIP Conference  in Orlando Fl., attendees will explore a framework for customer-centric growth and innovation that has been successfully implemented across several industries and regions. This will include step-by-step guidance on engaging internal stakeholders, planning market research streams, sizing opportunities, prioritizing product / service characteristics, evaluating competitive threats, and determining go-to-market activities.

“In recent years as globalization, a resulting proliferation of choices and a variety of other trends have put more power into the hands of customers, more and more companies have sought to take more of a customer-centric approach to analyzing market opportunities, driving innovation, and determining how to execute, said Mr. Huson. “At the same time, customer insights must be merged with insights into the surrounding market ecosystem—including competitors, partners and channels—in order to develop a holistic view of market opportunities and how best to capture those opportunities. This session will provide participants with the framework and steps for executing a customer-centric approach to growth and innovation, drawing from dozens of real-world cases in multiple industries and countries.”

In addition to sharing his experiences with others, Mr. Huson gains additional personal value from his SCIP conference participation. “Since participating in my first SCIP event in 1998, I’ve consistently found SCIP conferences to be an incredibly valuable resource for shared learning. As a management consultant who relies on market intelligence as a key input, I always value insight into new and improved ways to gather, leverage and apply market research—and SCIP is the best way I’ve found to bring together a wide variety of practitioners’ experiences, perspectives and leading practices.”

The 2013 SCIP International Conference and Exhibition will be held on May 6 through 9 at the Caribe Royal in Orlando, Florida. For further information please go to the scip.org website.

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About SCIP News
The Strategic and Competitive Intelligence Professionals (SCIP), formerly the Society of Competitive Intelligence Professionals, is a global nonprofit membership organization for everyone involved in creating and managing business knowledge. Our mission is to enhance the success of our members through leadership, education, advocacy, and networking. Specifically, SCIP provides education and networking opportunities for business professionals working in the rapidly growing field of competitive intelligence (the legal and ethical collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors). Many SCIP members have backgrounds in market research, strategic analysis, or science and technology. Established in 1986, today SCIP has chapters around the world, with individual members in nations around the globe. In addition, SCIP has alliance partnerships with independent affiliate organizations in many countries.

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