Success demands a thorough market analysis with an accurate understanding of customers and competitors, both today and the market trends tomorrow. Marketers need to master the best practice tools and techniques which allow them to anticipate new customer needs, new niches and new market opportunities.

The paradigm of market research is shifting: in the old times, market researchers and other professionals seeking for customer information had good technical knowledge but lacked the ability to take a wider, anticipatory role. In the new world managers in charge of business to business market intelligence are required to be more ‘business aware’ and have higher personal, social and professional skills to really analyze, not just report their findings - thus adding more value.

Isn’t my currency a perfect tool for this?