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14TH SEPTEMBER 2018 / JEREMY RIX

Economist intelligence unit: Structuring a decision process

The Economist Intelligence Unit has been highly effective in penetrating government, academic, professional and financial services market segments. The business also provides evidence and consulting for organisations in consumer goods markets. The aim was to develop new propositions for this marketplace, providing additional value to new and existing clients.

Our structured approach to decision-making facilitation were key in moving The EIU on through the process of new product development. Much more than a market opportunity investigation, we created a structure through which we could assess evidence and insight at key stages and make decisions about how to focus the project at the next step. This led to decisions to launch a specialised product in a particular market sector and geographic region, which is currently in beta phase. This was a really complex but fulfilling piece of work.

"This consulting project identified new opportunities for the Economist Intelligence Unit in a global marketplace. Initially OKO ran an internal workshop to establish a benchmark of our knowledge and understanding. Then they conducted iterative research, with detailed analysis at each stage, which enabled us to reflect, review and focus down the approach further. This helped us – working in partnership – to identify a specific gap in the market, and understand how we could fill this gap with a new product. OKO’s detailed, reflective and commercially-focused consulting approach were integral to us creating value for our business in this new area."

Simon Elgar, Global Marketing Director, The Economist Intelligence Unit

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