Market Intelligence

Market intelligence is the information relevant to a company's markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining strategy in areas such as market opportunity, market penetration strategy, and market development.[1]

Market intelligence includes the process of gathering data from the company's external environment, whereas the Business intelligence process primarily is based on internal recorded events - such as sales, shipments and purchases. The purpose of incorporating Market Information or intelligence into the Business Intelligence process is to provide decision makers with a more "complete picture" of ongoing corporate performance in a set of given market conditions.[2]

Gathering market intelligence data

Effective market intelligence needs accurate market information that is gathered with right tools and methods. To gather information companies can conduct surveys, interviews, visit and monitor competitors outlets or gather and buy data from different sources.

Traditional interviews and surveys can be done either in-house or by using specialists agencies. As more and more markets are digitalized the market intelligence space has seen a lot of new digital tools that companies can use. There are tools such as Google Consumer Survey that enables companies to ask web users a question through Google network of online publishers. There are also specialist sites companies can buy market intelligence information and market intelligence software that companies can use to collect and monitor data from the internet.


  1. ^ Cornish, S. L. "Product Innovation and the Spatial Dynamics of Market Intelligence: Does Proximity to Markets Matter?" Economic Geography. Volume: 73, Issue 2 (April 1997)
  2. ^ Prescott, John and others, Proven Strategies in Competitive Intelligence (Wiley, 2001)

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.



Connect with defaultLogic
What We've Done
Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.

Manage research, learning and skills at Create an account using LinkedIn to manage and organize your omni-channel knowledge. is like a shopping cart for information -- helping you to save, discuss and share.

  Contact Us