Abstract
As the amount of data increases, organizations need to consider how to use their information assets successfully, an organizational capability that we call information intelligence. Starting from a particular area of information management, that of using market research data, and based on our interviews with market research as well as business intelligence executives, in this paper we discuss what are some key barriers to successfully using and extracting value from information. We identify three fundamental types of barriers to information intelligence and discuss specific ones in each type. One implicit message of this work is that when thinking about information management, managers can learn not only from past IT experiences, for example from business intelligence and knowledge management initiatives, but also from market research as well as decision science principles.
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