Culturemap
Encyclopedia
CultureMaphttp://www.culturemap.org.uk is a British think tank
that specialises in understanding SMEs or small businesses and entrepreneurshttp://www.telegraph.co.uk/sponsored/business/businesstruth/focus_on/4583088/Business-Truth-Focus-on-small-and-medium-sized-enterprises.html. Founded in 2005 CultureMap has pioneered the use of intelligence about company culture to decipher and explain company attitudes and behaviourshttp://www.independent.co.uk/news/business/comment/david-prosser-leading-the-country-out-of-recession-1801899.html. The organisation's intellectual property was developed following an academic partnership with the University of Durham's Business School and has subsequently been used to create commercial insight services for marketing organisations. The first of these, Business Culture Index (BCI), has been created in a partnership with the global research company BMRB, the originators of TGI (Target Group Index
), the principal audience-planning tool used in consumer marketing, by media, marketing and communications agencies and their clients. Rory Sutherland, President of the UK Institute of Practitioners in Advertising
says “When you consider the thousands of hair-splitting hours we spend trend-spotting and segment-naming in consumer marketing, it is remarkable how disproportionately small is the effort we put towards understanding business-to-business markets, where most of the money is made. BCI is a vitally important step in redressing this imbalance.” Available on the same software as TGI, BCI allows users more than 37,000 different variables with which to explore company behaviour, including a full exploration of their digital behaviour. The software allows BCI users to perform a wide variety of planning tasks, from designing business segmentations to developing media and targeting planshttp://www.marketingweek.co.uk/think-small-for-the-potential-of-big-rewards/3003580.article.
Think tank
A think tank is an organization that conducts research and engages in advocacy in areas such as social policy, political strategy, economics, military, and technology issues. Most think tanks are non-profit organizations, which some countries such as the United States and Canada provide with tax...
that specialises in understanding SMEs or small businesses and entrepreneurshttp://www.telegraph.co.uk/sponsored/business/businesstruth/focus_on/4583088/Business-Truth-Focus-on-small-and-medium-sized-enterprises.html. Founded in 2005 CultureMap has pioneered the use of intelligence about company culture to decipher and explain company attitudes and behaviourshttp://www.independent.co.uk/news/business/comment/david-prosser-leading-the-country-out-of-recession-1801899.html. The organisation's intellectual property was developed following an academic partnership with the University of Durham's Business School and has subsequently been used to create commercial insight services for marketing organisations. The first of these, Business Culture Index (BCI), has been created in a partnership with the global research company BMRB, the originators of TGI (Target Group Index
Target Group Index
TGI or is the longest established single source marketing and media survey in Britain and was established by BMRB in 1969. TGI has since expanded into over 60 countries with over 700,000 people being interviewed every year....
), the principal audience-planning tool used in consumer marketing, by media, marketing and communications agencies and their clients. Rory Sutherland, President of the UK Institute of Practitioners in Advertising
Institute of Practitioners in Advertising
The Institute of Practitioners in Advertising is the trade body and professional institute for 250 leading agencies in the UK's advertising, media and marketing communications industry, covering the creative, digital, direct marketing, healthcare, media, outdoor, sales promotion and sponsorship...
says “When you consider the thousands of hair-splitting hours we spend trend-spotting and segment-naming in consumer marketing, it is remarkable how disproportionately small is the effort we put towards understanding business-to-business markets, where most of the money is made. BCI is a vitally important step in redressing this imbalance.” Available on the same software as TGI, BCI allows users more than 37,000 different variables with which to explore company behaviour, including a full exploration of their digital behaviour. The software allows BCI users to perform a wide variety of planning tasks, from designing business segmentations to developing media and targeting planshttp://www.marketingweek.co.uk/think-small-for-the-potential-of-big-rewards/3003580.article.