MRS, Savanta Launch 'Intelligence Capital' Framework

In the UK, the Market Research Society (MRS) and Next15's data and insights group Savanta have officially launched a framework to guide businesses in building competitive advantage through market and social research.

Previewed at this year's MRS conference Impact 2020, the framework is built on the Intelligence Capital report, launched in 2019 by the MRS and Kantar to understand the 'information, evidence and insight' an organisation collectively accesses, circulates and acts upon.

Developed by Savanta through a series of interviews with brands and a quant survey of client-side members of MRS and Associations of Users of Research Agencies (AURA), the practitioner's guide provides a step-by-step framework for how Intelligence Capital can be fostered and developed within an organisation, and used to build competitive advantage, while also providing evidence to support decision making. According to MRS CEO Jane Frost, the guide combines practical help with 'brilliant examples' of best practice from across the sector to help organisations implement its core principles.

Oliver Worsfold, Associate Director at Savanta, adds: 'Intelligence Capital has been developed through an extensive process including a series of interviews with senior client-side insight professionals in leading brands. Fuelled by a more holistic approach to data, insight and analytics, the Intelligence Capital concept aims to empower decision-makers to have a deeper relationship with evidence sources within their organisation, which in turn will deliver positive ramifications for the wider business and its customers'.

The report can be downloaded here (http://mrs.org.uk/IC2020 ).

Web sites: www.mrs.org.uk and www.savanta.com .