… upon which we base our work , but always bearing in mind the information provided by the consumer in order to support our recommendations.
Market Research aims to provide information. But mere description of facts can hardly support good decision making.
Market Intelligence focuses on the fundamental knowledge needed in order to initiate action. Information is then ‘squeezed', allowing conclusions and recommendations well supported by data.
'Traditional' strategic consulting focuses too much on action, sometimes with recommendations more based on intuition rather than on reliable and robust information.