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Questionnaire for Benchmarking Study
Market Intelligence
Online participation at:www.marketintelligence-kbm.com
Return deadline
June 19th, 2020
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How can relevant markets and customer groups be identified? How are current products used by customers? Which market develop-
ments and technological trends need to be considered? What are the resulting requirements for the following product generations?
More than ever, these are key questions in the product and portfolio management of manufacturing companies. An up-to-date and
holistic understanding of all areas of the market is therefore of crucial importance for the success of strategic decisions.
For this reason, companies increasingly focus on ”Market Intelligence“, i.e. the targeted collection, evaluation and interpretation of
market data and information. Especially in times of increasing digitalization of products and processes, “Market Intelligence” creates
promising potentials, but also challenges. For this reason we, the Laboratory for Machine Tools and Production Engineering WZL
of RWTH Aachen University and the Complexity Management Academy, in cooperation with an industry consortium, would like to
identify successful and field-proven best practices for the implementation and use of „Market Intelligence“.
Therefore, we invite you to participate in this benchmarking study „Market Intelligence“ in order to critically examine your own ap-
proach to the implementation and use of „Market Intelligence“, to receive further impulses and to inform yourself about successful
approaches based on the study results.
We are looking forward to your participation!
Sincerely yours
Greeting
Prof. Dr. Günther Schuh
Member of the Executive Board of the Laboratory for Machine Tools and Production Engineering (WZL) of RWTH Aachen
and the Fraunhofer Institute for Production Technology IPT
Your benefit as a participant
• Free, anonymous evaluation of the study results
• Award of the five most successful companies as „Successful-Practice“, including attendance at company visits
• Prize draws as part of the study: – 1 x Participation in the RWTH certificate course „Chief Innovation Manager”
– 2 x Participation in the Complexity Management Congress 2020
– 2 x Participation in a freely selectable methodology seminar from the seminars offered by the Complexity Management Academy
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The Industry Consortium
The Questionnaire Survey
Participation effort Procedure Confidentialy
• The questionnaire takes
30 minutes to be completed
Online participation at: www.marketintelligence-kbm.com
• Absolute confidentiality of data
guaranteed
• Evaluation of results
anonymized only
• Identification of successful solution
approaches and validation through
telephone interviews
• Selection of five successful practice
companies by the industry
consortium
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Framework of the StudyThe structure of the questionnaire is therefore based on the following framework, which you will find on the following
pages, highlighting the relevant topic. For a better classification of your answers, general company-related data is initially
requested.
“Market Intelligence is understood in the context of this study as the process of collecting, evaluating and interpreting market data and information. The overall goal is to transform insights gained into profound strategic decisions and measures. Market Intelli-gence is supported by suitable methods and tools as well as the integration of the process in the organizational and operational structure of the company.”
Organizational Requirements
Integrate Market Intelligence in the company through a suitable organizational and operational structure
Market
Identify relevant and suitable information on the market and collect it
in a targeted manner
Intelligence
Interpret the knowledge gained and transform it into profound strategic
decisions and measures
Methods and Tools
Use methods and tools for the evaluation of collected heterogeneous information purposefully
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Co
mp
any
Det
ails
6
Co
mp
any
Det
ails
The depth of value added of the company is the
share of in-house produc-tion in the creation of the product offered by your company on the market.
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The operational structure is understood to be
the entirety of business processes and their
relations. The organi-zational structure is the hierarchical structure of organizational units (e.g.
departments).
Co
mp
any
Det
ails
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Organizational Structure
Topic Organizational Requirements:The following section deals with the organizational integration of Market Intelligence. It addresses the aspects of organizational and operational structure, corporate culture and the required skills for Market Intelligence.
Org
aniz
atio
nal
Req
uir
emen
ts
A full time equivalent, (FTE), stands for the
working time of a full-time employee.
Budget includes invest-ments in hardware,
market studies, etc. as well as current expenses for personnel, software,
rooms, etc.
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Org
aniz
atio
nal
Req
uir
emen
ts
Corporate Culture
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Operational Structure
Required Skills
Org
aniz
atio
nal
Req
uir
emen
ts
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Customer Information
Competitor Information
Market Information
Insights
Mar
ketTopic Market:
The following section deals with the identification of suitable sources of information, with the collection of information and the generation of insights.
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Mar
ket
Quantity, Quality and Timeliness of
Information Sources
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Inte
llig
ence
Support Fields of Action
Competitor Understanding
Topic Intelligence:The following section deals with the support of fields of action through strategic measures based on generated Market Intelligence insights.
Expansion of the service portfolio includes the ad-dition of digital services, apps or other services to the company‘s own
products.
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Inte
llig
ence
Trend Analysis
Stakeholder-specific Preparation
Stakeholders are those employees of a company
who use the results of Market Intelligence for their decisions/ activities
etc.
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Derive Measures
Inte
llig
ence
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Met
ho
ds
& T
oo
ls
Data Base
Data Preparation
Data Analysis
Toolbox
Topic Methods & Tools:The following section focuses primarily on the use of methods and tools for processing coll-ected data and interpreting results. The use of methods and tools is considered in the context of the following four sequential process steps:
Data collection,data base creation Data preparation Data analysis Interpretation of
analysis results
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Met
ho
ds
& T
oo
ls
Methods
Knowledge Management
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www.marketintelligence-kbm.com
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Your Contact Persons
Research Assistant
Department of Innovation Management
Laboratory for Machine Tools and Production Engineering (WZL) of RWTH Aachen
Phone: +49 241 80 27565
Mobil: +49 151 43190382
E-Mail: [email protected]
Research Assistant
Department of Innovation Management
Laboratory for Machine Tools and Production Engineering (WZL) of RWTH Aachen
Phone: +49 241 80 22151
Mobil: +49 151 43115499
E-Mail: [email protected]
Alexander KeuperM.Sc. RWTH (Project Member)
Annika BeckerM.Sc. RWTH (Project Manager)
Laboratory for Machine Tools an Production Engineering (WZL) of
RWTH Aachen
The Laboratory for Machine Tools and Production Engineering (WZL) oft RWTH Aachen
conducts research and cosulting projects. The objective to cover the entire field of pro-
duction technology leads to a broad field of activity, which extends from innovation,
production and quality management to control, machine, manufacturing and measuring
technology. The Innovation Management department at WZL supports manufacturing
companies in their development and complexity management by providing consulting,
research and further education services.
www.wzl.rwth-aachen.de
Complexity Management AcademyThe Complexity Management Academy is your first contact point for complexity ma-
nagement. Together with a network of experts from industry and research, the Com-
plexity Community, we support manufacturing companies in mastering product- and
process-induced complexity. By offering individual training courses, we assist them to
understand and master complexity in order to use it as a competitive advantage. In addi-
tion, we promote best practice sharing among our industry partners through continuous
exchange within the network.
www.complexity-academy.com
The Initiators
ReturnReturn deadlineJune 19th, 2020
Please scan the completed questionnaire and send it by e-mail to [email protected] or return the questionnaire in the enclosed envelop with this page facing up. (Postage paid by recipient)
Laboratory for Machine Tools and Production Engineering (WZL) of RWTH Aachenc/o Innovation Management DepartmentAnnika BeckerCampus-Boulevard 3052074 AachenGermany
www.marketintelligence-kbm.com
