Market intelligence can provide return on investment if it is delivered in a form that be easily and frequently consulted when clients are making key decisions. We believe that in addition to answering pressing questions a client has, the most useful result of market intelligence is a map of the marketplace that can be used as easily as a road map may be used to get from one location to another, or as a checklist might be used for completing a task.
If ongoing intelligence can provide an accurate, up to date map of how the marketplace is behaving and why, the following types of daily strategic and tactical decisions can be supported:
- design and development of product and service features
- development of marketing messages and materials
- selection of sales targets and channels
- positioning of brand against competition
- identification of new revenue opportunities
- estimation of revenue and expenditures
- overall strategic planning