Client-driven convergence of the market research, CRM and competitive intelligence industries.

Date of publication: February 27, 2005

Author: Helen Simpson


This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge 'insights' capability by bringing together into a single, integrated team its market research, market and competitive intelligence, CRM, and data mining capabilities that provided the insights underpinning the development and implementation of the organisation's 2001-2003 Strategic Plan. The paper outlines the evolution of the capability over the three-year plan and discusses how the approach and business model of its market research suppliers needed to adapt to a multi-disciplinary client team.

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