CultureMap

CultureMap[1] is a British think tank that specialises in understanding SMEs or small businesses and entrepreneurs[2]. Founded in 2005 CultureMap has pioneered the use of intelligence about company culture to decipher and explain company attitudes and behaviours[3]. 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 plans[4].

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