Reimagine Market Intelligence Service

The Challenge

While market intelligence is considered crucial to both new and existing exporters, there were many issues related to the creation of and access to market intelligence research and reports. Understanding the current state and establishing a plan to improve the service was a major opportunity for the International Trade Administration (ITA).

My Approach

• Work with ITA peers to plan the research, create the interview guide, conduct the interviews, and derive main themes from the interview data.
• Conduct interviews with employees (commercial and trade specialists) and customers in North America, Europe, and Asia.
• Distill interview data into main themes related to pain points and opportunities for improving the market intelligence service.
• Meet with partners across the organization to share the main themes from the research and start to collaborate on a service design concept.

Deliverables

• Interview guide and research plan
• Synthesized research themes from global interviews
• Storyboards depicting the improved market intelligence experience
• Service blueprints for publishing, sharing, and consuming market intelligence