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How to gather market intelligence
InfoDeskAug 31, 20237 min read

How to gather market intelligence

Collecting market intelligence is a critical part of any competitive strategy. Compiling a market intelligence report allows companies to better understand their customers, monitor their competitors' activities, and identify new growth opportunities. As the competition in today's business landscape intensifies, gathering accurate market intelligence data that can be used to inform decision-making isn't just an advantageous move - it's essential.

Fortunately, there are plenty of strategies and automation tools out there that can help market intelligence, business intelligence and competitive intelligence professionals gather all the data they need to keep up with rapidly changing conditions. In this blog post, we'll explore some of the best market research methods so you can get started on gathering essential market insights in no time!

What is market intelligence and why does it matter?

Market intelligence is a crucial aspect of strategic planning, serving as an informative compass guiding businesses in decision-making. It is the process of gathering, analyzing, and interpreting information about a market, including past and future trends, products, and the competitive landscape. By deploying a market intelligence analyst, businesses can gain a deeper understanding of their industry, competitors, and customers, enabling them to make well-informed decisions, anticipate market changes, and drive business growth.

Market intelligence vs marketing intelligence - what's the difference?

While people often define market intelligence and marketing intelligence interchangeably, they represent distinct concepts in the business landscape. Market intelligence pertains to the broader industry in which a business operates. It involves understanding the external factors, including market trends, competitive landscape, and customer behaviors.

On the other hand, a marketing intelligence report is more focused on the company's internal data derived from its marketing efforts. It involves analyzing data from marketing campaigns, customer feedback, and sales performance to improve and refine marketing strategies. Essentially, while Market Intelligence provides a macro view of the market, marketing intelligence provides a micro view of a company's own marketing performance. Thus, marketing intelligence systems will differ from the market intelligence systems explored in this blog.

Step-by-step guide for gathering market intelligence

1. Set up a customer feedback system

In today's rapidly changing market, it's more important than ever to use marketing research to gain a solid understanding of your market segment and customer trends. One effective way to do this is by setting up a customer feedback system. By using market research methods like surveys, questionnaires, polls, and conducting interviews, you can gain valuable insights into the market intelligence that will help you make informed decisions about your business.

With this key business intelligence in hand, you'll be better equipped to see the behavioral trends of current customers, make strategic decisions and stay ahead of the competition. So why wait? Take action and start collecting valuable market research from your customers today!

2. Analyze competitors and current market trends

To stay competitive in the market, it's important to be aware of what our rivals are offering. Analyzing their products, services, and pricing, and keeping up with existing market opportunities and trends, gives us valuable market intelligence that can help shape our business strategy. By conducting market research into our competitors' strengths and weaknesses, we can uncover critical insights about how to improve our offerings and stand out from the crowd.

With this knowledge, through competitive analysis, we can make informed decisions that will help us succeed in the ever-changing business landscape. Conducting regular competitor analysis as a part of your market intelligence strategy is a vital aspect of business planning and can help us stay ahead of the game.

Click here to explore 5 reasons to use competitive intelligence services.

3. Develop insights from data gathered through SEO

In a highly competitive business environment, it is critical that companies use market intelligence effectively to stay ahead of the game. Search engine optimization (SEO) is a powerful market research tool that can help businesses gather data and develop insights into the consumer behavior of their target market. By analyzing the data gathered through SEO, businesses can gain a deeper understanding of their customers' behavior, preferences, and needs.

This information can then be used to develop more informed marketing and business strategies to, improve customer engagement, and ultimately drive growth. From gathering data on understanding which keywords are driving traffic to a website, to analyzing conversion rates, SEO can provide businesses with invaluable marketing research that can make all the difference in staying ahead of the competition.

4. Stay up-to-date with the latest industry developments

Undoubtedly, business success is dependent on staying informed about the latest developments in your industry. Reading up on market intelligence data online is a great way to stay ahead of the game. Luckily, there are plenty of free and premium sources available on Wide Narrow to help you do just that. From trade publications to industry reports, there is no shortage of market intelligence out there.

By keeping up-to-date with the latest news and trends, you can stay competitive and make informed decisions that will benefit your business. So don't fall behind the curve - start reading industry news and reports today!

5. Get to know the needs and preferences of your target market

Attending trade shows and industry events is a great way to gather market intelligence firsthand. By talking directly to customers, you and sales reps can gain crucial information about their preferences and needs, which can help shape the direction of your marketing campaign for your business. Engaging with potential customers in person allows you to establish a rapport with your target audience and understand their pain points.

This allows you to provide better solutions and services that cater to your particular market and their specific needs. In addition, you can learn about the latest trends and innovations in your industry, allowing you to stay ahead of the market intelligence curve. Overall, attending trade shows and industry events is a valuable way to stay informed and connected with your target market.

Automate, automate, automate to optimize your market intelligence research

In this fast-paced business environment, companies are constantly looking for ways to optimize their operations and outpace the competition. One of the biggest challenges facing organizations is managing the sheer influx of market intelligence that is essential for staying ahead of industry trends. With the rise of the digital age, there is more market research data than ever before, but this has led to information overload, making it difficult for most companies to extract valuable insights.

That's why the key to driving market intelligence efficiency is to automate, automate, automate. Utilizing AI summarization and other market intelligence automation tools can help companies sift through the noise and focus on the most important data. By automating these market intelligence processes, business leaders, and their marketing team and sales team, can save time, improve accuracy, and ultimately gain a competitive advantage in their respective markets.

Share business intelligence with stakeholders who need it most, where and when they need it

Now more than ever, businesses need to stay ahead of the curve. And one of the best ways to do that is to have actionable insights at your fingertips. That's why it's crucial to share your market intelligence with stakeholders who need them most, when and where they need them most. But how can you make sure that happens?

Integrations are the key to success. By utilizing integrations, you can seamlessly connect all your market intelligence data sources and drive adoption and engagement. The good news is that InfoDesk has over 370 integrations, so you can rest assured that you're in good hands. With InfoDesk, you'll be able to deliver the market intelligence data analytics your stakeholders need to make informed business decisions, at the right time and in the right place.


Market intelligence focuses on becoming the master of your market segment. By setting up an effective customer feedback system and monitoring conversations online as well as analyzing competitors’ products and services, businesses will be able to easily gather data through search engine optimization (SEO), industry news and reports, trade shows or industry events, customer surveys, sales logs and conversations with customers.

Furthermore, automating your market intelligence processes can ensure that marketers can get the actionable insights they need quickly. Finally, it is imperative to share those key insights with stakeholders who need them most - at the right time and place. Don’t hesitate to reach out for help so your market intelligence business journey can become more successful than ever before!

Speak to our experts today to drive market intelligence success.


To stay competitive in business, it's critical to effectively collect market intelligence. This can be done through tools and marketing strategies like SEO, reading industry news and reports, and speaking directly with customers at trade shows or industry events. Automating these market intelligence processes can streamline the gathering and analysis of important data. Sharing actionable business intelligence with stakeholders when and where they need it most is key, and this is greatly facilitated by utilizing integrations. By conducting and sharing thorough market intelligence research, businesses can optimize their sales and marketing efforts, navigating toward profitability and success.