Context , covering macroeconomics regulations, raw material prices, supplier related intelligence, etc. The role of market research in these areas is often unclear. The purpose of market intelligence is to provide management with facts, information and insight for efficient business decisions. Well organised market intelligence can be a substantial source of competitive advantage. Market intelligence is primarily concerned with the future, forecasting and predicting, and less with describing the past.
Market intelligence helps to shape the company strategy.
It is therefore an important responsibility of top management. By contributing effectively to support top managers in this strategically important task, market research can make a critical impact on business decisions and earn top management's attention and consideration. The basic principles for market intelligence can be illustrated by the intelligence cycle. These papers discuss the focus of market and competitive intelligence in the context of its synergy with traditional market research. The aim of the programme is to break the current mindset and identify the substantial value of market and competitive intelligence to both users and suppliers of market research.