The Integration of Market Research and Competitive Intelligence - March 2010

The Integration of Market Research &
Competitive Intelligence
Presented by SIS International Research

March 2010
THE OVERALL DIFFERENCE
Market Research
¾ Tells you what you want and need to know
¾ “Is a science”
Business Intelligence
¾ May tell you what you don’t want to know
¾ “Is an art”
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved. •2
THE EVOLUTION AND THE “ERA”
OF MARKET RESEARCH
y Market research evolved during the post World War II period,
driven by the rapidly growing US consumer market
y During the 1950’s – the 1970’s, application of scientific and

analytical methods were employed for:
y market segmentation
y market projection
y development of consumer profiles
y attitudes and usage studies
y new product concept testing
y tracking and performance/measurement studies of retail
products
y customer satisfaction studies
THE “ERA OF COMPETITION” –
THE EMERGENCE OF COMPETITIVE INTELLIGENCE
y During the 1980s, the US economy experienced intense

competition from Japan, followed by other Asian
countries, in the automotive and manufacturing
segments.
y Out of “defensive” measures to protect their domestic

market shares, US firms started to monitor their domestic
and foreign competition.
y CI Research methods primarily consisted of scanning the

literature and primary research.
y 1986 – The emergence of SCIP; professional organization
IN THE POST COMMUNIST PERIOD 1990s
y The world began to “go global”
y Market research “went global” to the developing countries

[e.g. China, India, Russia, Latin America, etc.]
¾ Was primarily quantitative
y On the other hand, CI was most developed in the US

¾ Was primarily qualitative
y The problem: Most firms knew how to use market research data
and findings but did not know how to use BI/CI studies
y The challenge remains: “to turn CI into actionable information”
CONTRAST IN RESEARCH METHODS
Aspect of Research Market Research CI Methods
Focus On the present and On past, present and

past behavior future
Level of impact Moderate High – “have more to
lose and gain”
Research Method “Structured” “Unstructured
qualitative and qualitative”
quantitative
Target respondents Identified and known Unknown
Method of Questionnaire and “Oblique” or indirect

interviewing direct questions
Method of Analysis Crosstabs, statistical “Putting the pieces of
analysis a puzzle together”
IN THE 21ST CENTURY –
THE INTEGRATION OF MARKET RESEARCH AND COMPETITIVE
INTELLIGENCE
y Corporate downsizing has forced strategic planning,

market research, and competitive intelligence to become
“more efficient,” and in some firms, to merge into one
department.
y The results of market research studies are comparatively

easier to track than CI studies.
y The integration of both of these methods generates a

“powerful cocktail” of intelligence for the organization if
they know how to utilize the information for strategic and
tactical decision making.
EXAMPLES OF HOW TO INTEGRATE MARKET
RESEARCH AND COMPETTIVE INTELLIGENCE
Market Research Competitive Integrated
Intelligence Intelligence
Market Segmentation Analysis of existing Results in strategic
Study and new competitor re-positioning of the
entry into these markets
segments
Focus Groups on new Conduct a search of Integration of the
product concept test potential new competitive products
products or start up into the focus groups
firms and the analysis
Conjoint Price Competitive pricing Development of
analysis tactical and long
term pricing analysis
with scenarios
SUMMARY/CONCLUSIONS
y Opportunity exists to integrate business intelligence with
market research to achieve maximum “intelligence yield”
y Caution: monitor the projects to avoid duplication
y Remember: market research and BI/CI employ different skill

sets
¾ Do not assume that the research executives can be
“cross functional”
y A database should be created which catalogues these

“hybrid” projects to enable your firm to track the success of
this functional area

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The Integration of Market Research &

Presented by SIS International Research

y During the 1950’s – the 1970’s, application of scientific and

y During the 1980s, the US economy experienced intense

y Out of “defensive” measures to protect their domestic

y CI Research methods primarily consisted of scanning the

y 1986 – The emergence of SCIP; professional organization

y The world began to “go global”

y Market research “went global” to the developing countries

y On the other hand, CI was most developed in the US

y The challenge remains: “to turn CI into actionable information”

Focus On the present and On past, present and

Method of Questionnaire and “Oblique” or indirect

y Corporate downsizing has forced strategic planning,

y The results of market research studies are comparatively

y The integration of both of these methods generates a

y Caution: monitor the projects to avoid duplication

y Remember: market research and BI/CI employ different skill

y A database should be created which catalogues these

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