Research Topics:

Competitive Intelligence | Competitor Analysis Evaluation

Content Type:

Glossary

Competitive Intelligence (CI) Definition

A systematic program for gathering, analyzing and managing external information, often about competing firms, that can affect your company's plans, decisions and operations.

Competitive intelligence, or CI, gathers, analyzes and manages external information that can impact a business’s plans, decisions and operations. This systematic process collects insights about a company's competitors, industry trends, market dynamics and customer behaviors. Pieces of data from various sources are gathered to gain insights into competitor strategies, strengths and potential opportunities and threats in the market. CI in marketing research helps companies make informed decisions, refine marketing strategies and possess knowledge to stay competitive. CI is vital because it provides a data-driven foundation for marketing strategies. It identifies market gaps, potential threats and emerging opportunities.

Who relies on CI?

Marketing professionals, product development teams, sales teams and senior management use CI to learn competitor positioning, customer preferences and market trends. More specifically, product developers can identify gaps in their particular markets. In addition, CI can be used by sales teams to tailor their pitches based on competitor differentiators and by senior management to form strategic decisions and allocate resources effectively.

Why should I care about CI?

CI measures the competitive business landscape. By understanding the strengths and weaknesses of competitors in the marketplace, companies can differentiate and innovate. What’s more, CI helps anticipate market shifts and trends.