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International Trade: Where Human Insight is Still in Demand

As two-way trade takes off between developed and developing markets, the appetite for human-driven business intelligence is growing.

Recently there’s been an explosion in data and the research industry is now awash with the stuff. Automation and advances in computing power have allowed faster, cheaper analyses of a wider range of sources, delivering insights to clients in ways that weren’t possible in the past.

However, this is only true in the developed world and in emerging economies the situation is still quite different. “These markets have one thing in common – a lack of quality information. There’s a lot of data published, but how reliable it is, is anyone’s guess,” says Peter Snell, chief executive of Ipsos Business Consulting. “In most cases you need boots on the ground to get a clear picture of the real situation and validate everything.”

In developed economies, researchers are spoilt by the amount of reliable consumer, business and brand data available. In particular, the UK and United States lead the way in terms of openness, reporting and reliability. It’s a rich treasure trove for the business intelligence community.

“The problem is with less developed economies. Companies themselves are not required to provide the same volume of information, very often the veracity of that information is not checked and markets are researched far less deeply or frequently. As a result, the need for better market intelligence is often most acute in those countries where the growth prospects are most enticing,” explains Nick Cooper, executive director at Landor Associates… more


 
 
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