At the core of Intelligence Capital™ is the belief that insight powers growth. The aim of this initiative is to prove it.

The concept

Within insight-driven organisations, insight drives growth, improves customer-centricity and reduces business risk. Insight interprets and aggregates increasingly fragmented information coming from the expansion of customer channels. More than that, great insight inspires.

As we enter this new phase 'Intelligence Capital', in which insight is integral, will become the third core requirement for successful business, alongside financial and human capital.

Jane Frost, chief executive


The report

In January 2019 MRS and our sponsor Kantar will publish a report which will be free for members based on interviews, research and new case studies. The report will:

  • Introduce Intelligence Capital as a driver for growth and a core requirement, alongside financial and human capital, for any successful organisation.
  • Demonstrate that the skills of the insight professional to combine disparate sources of data and turn it into a cohesive and actionable story have never been more important to the growth of businesses and society.
  • Enable greater dialogue between the insight and finance functions in organisations and a greater appreciation of how insight can capitalise on data and new technology opportunities.

With Director level represention from leading brands, the MRS Client Council has provided direction from the outset and will continue to do so until publication. The council includes Diageo, Samsung, Centrica, ITV, Pladis, Cabinet Office, Google, O2, Unilever, Tesco, Pepsico, Asda, and London School of Business.   

We're looking for case studies 

We would like to hear from MRS members - agencies and brands - who are building and maximising intelligence capital within their organisation. You can contact Andrew via MRS at 

Member survey

To build a better understanding of current state of play, MRS members were asked to complete a survey to understand how research and data is positioned and utilised within their / their clients' organisations. The survey is now closed.


The Intelligence Capital initiative is sponsored by:

Technology and the big data it produces has changed research and insights massively in recent years and the change will only accelerate. At Kantar we are excited about this new reality and have been actively embracing it for several years now, investing in new methodologies, technology and analytics capability. We passionately believe that new and deeper consumer understanding comes from using new big data sources but using them in conjunction with better, mobile driven surveys and the deep human and cultural understanding of consumers that comes from great qualitative research.

In our view, the skills of the great insight professional to combine these disparate sources of data and turn it into a cohesive and actionable story have never been more important. Yet great insight professionals need to push harder to put themselves front and centre of business and demonstrate the value of their work. This is why Kantar believe Intelligence Capital is so important and why we are proud to sponsor it.

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