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'''CultureMap'''[http://www.culturemap.org.uk] is a British [[think tank]] that specialises in understanding [[SMEs]] or small businesses and entrepreneurs[http://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 behaviours[http://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 [[Durham Business School|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 plans[http://www.marketingweek.co.uk/think-small-for-the-potential-of-big-rewards/3003580.article]. |
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==References== |
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{{reflist}} |
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[[Category:Political and economic think tanks based in the United Kingdom]] |
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