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What Is Market Intelligence?

What Is Market Intelligence

When you collect and analyze information about the market in which your business operates You can get valuable information on the best ways to expand your company.

  • Market intelligence provides information about your market or industry which can help you plan your the strategy of your business and provide it with a an edge in the market.
  • Market intelligence comprises facts like sales, customer information surveys, responses to surveys such as focus groups, competitor research.
  • Take a look at the market information that your business collects along with broader market trends to find new opportunities in the market ahead of your competition.
  • This post is intended for small-scale business owners who wish to make use of market research to help position their business to grow and succeed.– Being aware of the status of your competitors and the current state of your business is an essential element of running a company. This information has traditionally been described as “market intelligence.” In recent years, the process of gathering market information expands to encompass analysis which can assist you in improving your business plan and projections. Market information can help you comprehend the market better and run a more profitably in your business.

Market intelligence is what it sounds like?

At its heart market intelligence is the use of numerous sources of information to provide a comprehensive view of your company’s current market. It analyzes your business’s customers challenges, competitors, and the potential for introducing innovative products or services.

Market intelligence can be gathered by looking up sales records, customer data surveys, and looking at Social Media metrics.

Saul Dobney, CEO of the research consulting firm Saul Dobney, CEO of, says it’s simple for small businesses to start by using common sense.

“It is as easy as visiting competitors’ sites or stores and finding information published about the quantity and kind of customers they could be attracting, andstaying up-to-date on developments happening in your industry from journals, magazines as well as business groups,” Dobney said. “It is also a good idea to check for customer feedback and customer reviews on the internet that can assist the business in improving its offerings or services.”

Market intelligence vs. business intelligence

The term “market intelligence” is frequently misunderstood as business intelligence, but they’re not the exact identical. Business intelligence refers to information specifically related to a business while market intelligence focuses on general trends.

Business intelligence generally provides information on the performance of an internal business. This includes the number of products that were delivered as well as the total amount of sales within a calendar month.

Market intelligence, on the other hand, concentrates on external data that is external to the business, such as consumer demographics along with geographic information, as well as the products consumers purchase. It also analyzes the competitors to assess how your company is positioned relative to the markets. This can all assist in analyzing business intelligence.

Market intelligence also analyzes what’s happening to your company’s competition. This is something business intelligence does not consider at all.

What are the ways companies can utilize market intelligence?

Effective market intelligence addresses specific concerns about the current and future customers as well as competitors. It also assists your business to determine the goals of its own organization. Here are a few questions that market intelligence could answer:

  • What should my company do to allocate more resources?
  • What markets should I look into to join in the near future?
  • What are the patterns of buying of our top customers?
  • What products can be sold at existing customers?
  • In which demographic segments could my company promote its new or existing products?
  • What do I need to know in order to conduct a market study?

Market intelligence can help businesses understand the environment that they operate. This can help your company identify possible risks and uncover potential growth opportunities. Many companies accomplish this by examining the following four elements.

Competitor intelligence

Competitor intelligence is the process of collecting and analyzing data about your competition. Examining the advantages and disadvantages can give you useful information about your business, and also the reason why customers do not necessarily choose your product or service.

For instance, a competitor analysis analysis document is an essential instrument in the majority of marketing processes, and is used to evaluate the quality of service a product can provide. The report on competitive analysis can include anything from product pricing and features, right down to the intended audience and other key demographics. When all the information could be utilized to develop a product that is tailored to the consumer, while staying clear of issues that other businesses have had to face.

Product intelligence

Product intelligence is the process of analyzing the performance of your service or product. If you’re selling physical product, it’s reviewing the manufacturing process, and whether the product is constructed in the most efficient way. The data you gather will assist you in improving quality of the product.

Finding this kind of data is not difficult, as it’s necessary to study other products available on the market and evaluate its strengths and flaws. The assessment will cover everything from the item itself as well as its package, to how it’s presented in retail stores and how it’s produced, as well as cost.

Market understanding

Market understanding is your understanding of the markets that the product you’re offering. This type of study lets you know of how you’re doing in these markets, and if there are any additional markets that you can grow.

The process of gathering the information needed to get an accurate understanding of the market requires an amalgamation of competitive analysis and product information and identifying the leading performers in the industry. Once you know what’s available in the marketplace, you’ll be able to begin collecting data from your customers to understand why consumers choose the top most effective.

Customer understanding

Understanding customer needs involves finding out more about your existing customers and their reasons for buying from you. It also helps you identify any issues that you may face with your customers, thereby increasing satisfaction and the rate of retention of customers. The information you collect will assist you with future marketing campaigns.

It is common for marketing departments to create customer personas , which include information like interests, demographics challenges they face, and the solutions that a company could offer to them. These customer insights are often able to aid the entire process that includes everyone from developing products to the engineering team responsible for quality control.

How do you collect market intelligence?

There isn’t a set method for companies to collect market data most do it by performing various types of analysis at a high level. Let’s take a look at four distinct methods you can employ to gather marketing information.

Your existing customers

Based on Ajith Sankaran who is the senior vice head of market intelligence for Blueocean Market Intelligence, companies often do not realize that their customers could be a source of information.

“Small businesses can create procedures to keep customer lists as well as some sort of customer feedback program that can gather customer information efficiently and generally affordable method,” Sankaran said.

Your sales team is well-positioned to assist with market research. Sales reps are able to communicate with customers and prospects frequently they are able to provide further information on trends in the industry. Utilizing an CRM is usually the most effective location for companies to present this information on customers all in one location.


If you’re looking to collect yourself market research data, think about offering your clients online polls or surveys. Sankaran suggested that this can be a good idea in particular if you manage your customer databases efficiently.

It is possible to use tools such as SurveyMonkey and Typeform to start. Another option is to add an invitation to participate in the survey on the receipt of the buyer.

Analytics on websites

Dobney suggested using data that you already have access for example, your analytics for e-commerce.

“You can see the journey of the customer on this website.” He said. “How many people come in and from where? What’s their next step following their arrival? How many people make it through in to their basket? How many customers check out? Searching for patterns and trying different content, taglines signsposts and offers utilizes market research to enhance the quality of your offer.”

A specialist in-house

If your business is big enough, you might be able hire an analyst who specializes in market research. As an expert, they can provide a more complete view about the marketplace.

They’ll communicate with distributors, manufacturers, and customers involved in the production as well as distribution of the business’s products. This kind of conversation together with market research and hard data makes up the bulk of the market research.

Once the data has been processed and analyzed, you can then make use of it to identify profitable markets.

Don’t overlook market intelligence

Market intelligence can provide you with better insight into your industry and assist you in identifying potential expansion opportunities. However, it’s only helpful only if the information you’re provided is reliable.

Unfortunately, keeping track of market information can become a time-consuming task for small-scale business owners. There are numerous online tools to assist you in gathering, analyzing and organize your market information.

The most popular software options for businesses that require an intelligence-based business system include Pentaho or Sisense. Additionally, cloud-based services like Oracle and Birst will allow you to easily communicate business information across groups.

Although a person can do most of the tasks of conducting market research for a small business however, as your business grows you might need to dedicate more time in analyzing the data. As the amount of data increases, it will be essential to employ advanced statistical tools and technology to manage and manipulate the information, Dobney added.

If you’re not ready to master a new software program or engage an in-house analyst, a specialist from a third party might be able help you get the most from your market data. This way, you will be aware of the market’s current conditions and take advantage of the opportunities that are available to your company.

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