The relationship between market research and competitive intelligence

Date of publication: September 1, 1998


The paper describes the relationship between market research and competitive intelligence and discusses the evolution of competitive intelligence: the definition the need it fulfills where it evolved and the penetration of the discipline by industry and geographical region. The paper also reviews the methodologies employed in competitive intelligence both qualitative and quantitative and analytical methods. Comparative differences between competitive intelligence and market research are included which describe the different research methodologies skills/educational background and experience of the disciplines and the comparative analytical methodologies. The final section addresses the issues of the future of both disciplines: the integration of both methods and the potential demise of strategic planning. It also identifies opportunities for market research firms to branch out into the competitive intelligence business.

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