Intelligence is crucial in estimating the severity and likelihood of risks and the benefits and costs of rewards. Z/Yen's proprietary risk/reward methodology often drives organisations to find information they had previously either not considered or not known. Categorising organisational intelligence:
Z/Yen's work with clients often falls into the four categories above, helping them with:
In the stable state, organisations find patterns of success and reinforce them. In the change state, anomalies indicate that established patterns are undergoing discontinuous change, the underlying paradigm is shifting, new patterns of success are emerging. The tension between these change and stability is key - timing is everything. We work in a number of sectors, viz. from technology through finance, facilities management, outsourcing or semiconductors to plastics. We work with a multitude of products, viz. materials, software, hardware, communications, business-to-business services. Our work helps to structure the issues clients face and make choices that improve performance in complex situations where businesses meet businesses and organisations need to balance risks and rewards across several decision makers – typically a much more difficult situation than consumer analysis and sales. Although each project is unique, we have found that there are three flavours of intelligence or market research:
Our work is bespoke for each client. We build a specific team for each problem with appropriate SpecialiZms. Our project scope depends on the business problem. Because we have investigated many markets and worked with many companies we can act as an objective and informed “sounding board” and provide valuable insights into the possible consequences of business actions. We help our clients become leaders in their market by anticipating the future through understanding the past and the present. Many people when faced with knowledge gaps shrug their shoulders - who is to say? but remember I told you so! As a result of our experience with complex buyers, we understand channels to market, technology life cycles, market evolution, decisions with many individuals or multiple influencers and thus the nuances of organisational purchasing. Yet, as marketing pragmatists, we understand the benefits of simple messages, clear targets and straightforward recommendations.
Z/Yen draws on different processes, different aspects of people and different measures using different techniques:
Z/Yen's work with clients structures their knowledge, reduces their risks and enhances their rewards - it can't be done without intelligence.