Ceramic Observatory

Ceramic Observatory

ITC is committed to enhancing the competitiveness of the ceramic industry. That's why, in 2006, ITC created the Ceramic Observatory, a competitive intelligence system made up of three specialised platforms: the Market Observatory, the Habitat Trends Observatory, and the Technology Observatory.

The ITC Ceramic Observatory is a support instrument for ceramic sector companies, aimed at reducing uncertainty and improving efficiency in strategic decision making.

The Ceramic Observatory therefore responds to the ceramic industry's demand for key information to complete companies' own internal sources and enable businesses to successfully address the rapid and complex changes arising in an increasingly globalised market.

How we do it

ITC is using market research, technology watching and coolhunting techniques to build an effective competitive intelligence system at the service of the ceramic sector.

Technology Observatory

The Technology Observatory (TO) is a system of observation, analysis and specialised information in technology. The TO is organised and structured to foster the ability to detect technological changes of interest for the ceramic sector. The main aim is to obtain and disseminate dynamically high-value technological information that will help reduce uncertainty in taking strategic decisions in the company, by providing users with an anticipation capability.

Market Observatory

The Market Observatory (MO) is a competitive intelligence system that provides ceramic sector companies with information on the marketplace through publications and competitive shots. The MO features a ceramic marketing blog developed by a collaborator community, involving experts in different marketing areas. The OM's ultimate aim is to transform information into intelligence for business decision making.

Habitat Trends Observatory

The Habitat Trends Observatory (HTO) studies the arising changes in the living environment to identify home design trends, while also taking into account what is happening in the marketplace and the sociocultural environment. This yields a more comprehensive vision, which provides appropriate information for taking strategic decisions that will impact the company (design, communication, marketing, business strategy, etc.)