Pioneered by MRS and supported by Kantar, this initiative positions Intelligence Capital as a critical business investment, alongside financial and human capital.

Download the report

MRS and Kantar have published a report 'The Responsive Business: Creating growth and value through Intelligence Capital'. 

Based on consultation with MRS members and the MRS Senior Client Council, and building on Kantar research, the report recommends a framework that puts research, insight and data analytics at the heart of business strategy and makes the case for investment in the function now.  

Click the link to download the report.

  • Intelligence Capital™ is a trademark of the Market Research Society
  • The MRS Senior Client Council was established to provide collective and coherent senior client leadership to support MRS. It includes representatives from Pepsico, Diageo, Google, Samsung and Barclays and is chaired by Stan Sthanunathan, executive vice president of consumer & market insights at Unilever.

 How does Intelligence Capital deliver growth?


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.

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.