Intangibles Questionnaire

Assess your company’s intangible assets across 6 key categories. Answer each question on a 1–5 scale to receive a personalised score and investment recommendations.

Step 1 of 7

Technology

AI adoption, software platforms, data analytics, automation, cloud infrastructure, and cybersecurity investments.

1. How mature are your core software platforms and AI tools?

1 No systems in place 2 Basic off-the-shelf tools 3 Configured SaaS platforms 4 Integrated platforms with AI features 5 Fully custom AI-enhanced systems

2. How advanced is your data analytics and AI capability?

1 No data analysis 2 Basic spreadsheets 3 BI dashboards and reporting 4 Predictive analytics and ML models 5 Real-time AI-driven decision-making

3. What level of AI-driven process automation have you achieved?

1 Fully manual processes 2 Basic task automation 3 AI copilots for key workflows 4 End-to-end intelligent automation 5 Autonomous AI-driven operations

4. How mature is your cloud and AI infrastructure?

1 No cloud usage 2 Basic cloud storage 3 Cloud-hosted applications 4 Cloud-native with AI/ML services 5 Multi-cloud with AI at the edge

5. How strong is your cybersecurity posture?

1 No formal security 2 Basic antivirus/firewall 3 Security policies in place 4 AI-powered threat detection 5 Zero-trust with AI security ops

6. What percentage of revenue is invested in technology and AI?

1 Less than 1% 2 1-3% 3 3-5% 4 5-10% 5 Over 10%

7. Do you have a formal technology and AI roadmap?

1 No roadmap 2 Informal plans 3 Annual roadmap 4 Multi-year AI strategy 5 Continuous AI innovation pipeline

Brand & Marketing

Brand recognition, marketing effectiveness, customer acquisition, and content strategy.

1. How well recognised is your brand in your target market?

1 Unknown 2 Known by some 3 Established presence 4 Market leader 5 Iconic brand

2. How diversified are your marketing channels?

1 Single channel 2 2-3 channels 3 Omni-channel basics 4 Integrated omni-channel 5 Data-driven personalised

3. How effectively do you track customer acquisition costs?

1 Not tracked 2 Basic tracking 3 Channel-level tracking 4 Fully attributed 5 Predictive LTV models

4. How strong is your content and thought leadership?

1 No content 2 Occasional posts 3 Regular content calendar 4 Industry thought leader 5 Category-defining content

5. Do you measure brand equity formally?

1 Never measured 2 Informal feedback 3 Annual surveys 4 Continuous tracking 5 Financial brand valuation

6. What percentage of revenue is invested in marketing?

1 Less than 1% 2 1-3% 3 3-7% 4 7-12% 5 Over 12%

Intellectual Property

Patents, trademarks, proprietary processes, licensing, and IP protection strategy.

1. How many patents or trademarks does your company hold?

1 None 2 1-2 3 3-10 4 11-50 5 Over 50

2. How comprehensive is your IP protection strategy?

1 No strategy 2 Basic trademarks 3 Selective protection 4 Comprehensive programme 5 Global IP portfolio management

3. Do you have proprietary processes or methodologies?

1 None documented 2 Informal know-how 3 Documented processes 4 Protected methodologies 5 Patented processes

4. Do you generate licensing revenue from your IP?

1 No licensing 2 Exploring options 3 Minor licensing income 4 Significant licensing revenue 5 Major revenue stream

5. When was your last IP audit?

1 Never conducted 2 Over 3 years ago 3 1-3 years ago 4 Within the last year 5 Continuous IP monitoring

Design

Product design differentiation, UX/CX investment, design thinking, and competitive positioning.

1. How differentiated is your product/service design?

1 Commodity offering 2 Minor differences 3 Notable differentiation 4 Industry-leading design 5 Category-defining innovation

2. How much do you invest in UX/customer experience?

1 No UX investment 2 Basic usability 3 Dedicated UX function 4 UX-driven development 5 World-class experience design

3. Is design thinking embedded in decision-making?

1 Not at all 2 Ad hoc usage 3 Some teams use it 4 Company-wide practice 5 Core to strategy

4. Is your design capability in-house or outsourced?

1 No capability 2 Fully outsourced 3 Mix of both 4 Mostly in-house 5 Full in-house design studio

5. How important is design in your competitive positioning?

1 Not important 2 Minor factor 3 Moderate factor 4 Key differentiator 5 Primary competitive advantage

Human Capital

Employee retention, training, leadership development, recruitment, and knowledge management.

1. What is your annual employee retention rate?

1 Below 70% 2 70-80% 3 80-90% 4 90-95% 5 Above 95%

2. How much do you invest in training per employee?

1 No formal training 2 Under £500/year 3 £500-£2,000/year 4 £2,000-£5,000/year 5 Over £5,000/year

3. Do you have a leadership development programme?

1 No programme 2 Informal mentoring 3 Basic training 4 Structured programme 5 Comprehensive leadership academy

4. How effective is your recruitment process?

1 Reactive hiring 2 Basic recruitment 3 Structured hiring 4 Talent pipeline 5 Employer of choice

5. Do you measure employee engagement?

1 Not measured 2 Exit interviews only 3 Annual survey 4 Quarterly pulse checks 5 Continuous real-time feedback

6. How mature are your knowledge management systems?

1 No systems 2 Shared drives 3 Wiki/intranet 4 Knowledge base with search 5 AI-powered knowledge platform

7. How mature is your succession planning?

1 No planning 2 Key roles identified 3 Development plans exist 4 Active pipeline 5 Robust bench strength

Organisational Capital

Process documentation, quality management, supply chain, strategic planning, and collaboration.

1. How well documented are your core processes?

1 Not documented 2 Key processes noted 3 Most processes documented 4 Standard operating procedures 5 Continuously improved SOPs

2. How comprehensive is your quality management system?

1 No QMS 2 Basic checks 3 ISO-aligned 4 Certified QMS 5 Integrated excellence framework

3. How resilient is your supply chain?

1 Single source 2 Some alternatives 3 Diversified suppliers 4 Risk-managed chain 5 Adaptive, real-time supply network

4. How often do you conduct strategic planning?

1 Never 2 When needed 3 Annual review 4 Quarterly reviews 5 Continuous strategic adaptation

5. How effective is cross-functional collaboration?

1 Siloed departments 2 Some collaboration 3 Regular cross-team meetings 4 Integrated teams 5 Seamless collaboration culture

6. How strong is your governance framework?

1 No governance 2 Basic oversight 3 Board and committees 4 Comprehensive governance 5 Best-practice governance

Your Intangible Asset Assessment

Load into Valuator View Full Report

Current vs Target (sample)

Driver	Current	Target	Gap
Brand	48%	72%	+24
Technology	62%	80%	+18
Human Capital	55%	78%	+23
Customer Relationships	66%	82%	+16

Priority Investment Roadmap

Priority	Area	Indicative spend
1	Brand positioning refresh	£45,000
2	Learning & development programme	£80,000
3	Customer success tooling	£30,000

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