Understanding Your Competitors - Completing the marketing intelligence jigsaw

The paper argues the need to understand and integrate other forms of information, particularly competitor intelligence, with consumer research to deliver information-based consultancy.

Understanding your Competitors

Completing the Marketing Intelligence Jigsaw

Alice PageAsia Pacific, Citigate DVL Smith, Incepta Marketing Intelligence, Hong Kong

Sally LaiAsia Pacific, Citigate DVL Smith, Incepta Marketing Intelligence, Hong Kong

INTRODUCTION

When a consumer makes a decision, a variety of factors come into play. This includes things like product or service features, price, benefits, and brand. The decision will also be indirectly influenced by wider factors such as market trends, channels, competitor offerings and new products. As market researchers, we tend to focus on only some of this process, data we can capture using consumer research techniques. However,...

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