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,...