Budget-holders continue to report benefits from investing in market intelligence, according to [PDF] a recent report from the Global Intelligence Alliance (GIA). The study is based on a global survey of more than 1,200 market intelligence (MI) professionals (58% share of sample) and users (42%). While one might expect MI professionals to have a high view of market intelligence ROI, decision-makers were as likely to say their investments have paid off (82% and 77%, respectively).
Similarly, the vast majority of respondents overall feel that their company has benefited from market intelligence, with 52% strongly agreeing and 40% somewhat agreeing.
The study finds that budgets for market intelligence are highest in Western Europe, having increased on average by 119% from 2011, to $2.9 billion. Asia-Pacific is next ($2.2 billion; up 72%), while budgets in North America have actually slightly retreated from 2011, down 4% to $2 billion on average. Read the rest at MarketingCharts.