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Competitive intelligence research services and capabilities

Competitive intelligence market research goes far deeper than competitor analysis. The aim is to make you more competitive relative to all the factors in your environment, including: clients, distributors, technologies, macro economics, competitors, and anything else that impacts on your business. Everything that could impact your ability to sharpen and maintain your competitive edge is monitored.

It starts with a simple question: What do you want to learn? Each department will have a different answer to this. Product development might want to know which new feature to prioritize – especially if there’s a definite, unmet need to exploit. Marketing teams will use insights to direct messaging to a specific target marketing in a way that really differentiates your brand. Sales teams will use competitor intelligence to address pain points in the sales process itself. C-suite executives need reliable research to build sustainable competitive advantage into long-term strategy. 

NewtonX competitive intelligence research answers your strategic questions by using the right combination of techniques. For example, competitive landscape analysis, competitive benchmarking, or conjoint analysis that identifies attributes clients truly value in your products and services, and how they would make trade-offs between these offerings. 

Every element of NewtonX competitive intelligence research is done legally, ethically and with integrity.

Competitive landscape analysis

Competitive benchmarking

Competitor information synthesis

Conjoint analysis

Competitive intelligence research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only competitive intelligence research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

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What is competitive intelligence research

audience segmentation

What are the goals of competitive intelligence research

RIM weighting

What are the benefits of competitive intelligence research

Competitive intelligence research offers a range of benefits that empower businesses to stay ahead of the curve in a competitive market environment. By diligently gathering and analyzing relevant data, companies can uncover valuable insights that inform their strategic decisions and drive success. Here are some key advantages of utilizing competitive intelligence research:

Informed Decision-Making

Competitive intelligence research equips businesses with the knowledge needed to make well-informed decisions. By understanding their competitors’ strengths, weaknesses, and strategies, organizations can develop effective plans that capitalize on opportunities and mitigate risks.

Competitor Analysis

Through competitive intelligence, businesses can gain a comprehensive understanding of their rivals’ activities, products, pricing strategies, and market positioning. This insight helps them identify gaps and differentiate their offerings more effectively.

Market Trends

Staying updated on industry trends is crucial for adapting to changing market conditions. Competitive intelligence research allows businesses to identify emerging trends, customer preferences, and shifts in demand, enabling them to tailor their strategies accordingly.

Identifying Opportunities

By analyzing competitors’ weaknesses or gaps in the market, businesses can uncover new opportunities to explore. These insights can lead to innovative product development, strategic partnerships, and market expansion.

Risk Mitigation

Competitive intelligence research enables businesses to anticipate potential threats and risks posed by competitors. This proactive approach helps them develop contingency plans and strategies to navigate challenges successfully.

Customer Insights

Understanding how competitors interact with customers provides valuable insights into consumer behavior and preferences. This knowledge helps companies refine their marketing and customer engagement strategies.

Enhanced Marketing

Competitive intelligence helps businesses fine-tune their marketing messages and campaigns by analyzing competitors’ tactics. This ensures that their messaging resonates with target audiences and stands out in the market.

Resource Allocation

With a clearer understanding of the competitive landscape, businesses can allocate resources more efficiently to areas that offer the greatest potential for growth and profitability.

Long-Term Strategy

Competitive intelligence research contributes to the development of robust, forward-looking strategies that consider market dynamics and potential challenges.


By identifying gaps or areas where competitors are lacking, businesses can innovate and create new products or services that meet customer needs in unique ways.

Examples of competitor intelligence research

pricing research

What sources are used in competitor intelligence research

Gathering competitive market intelligence involves systematically collecting relevant information from various sources to gain insights into competitors, market trends, and industry dynamics. Effective competitive intelligence is derived from a combination of primary and secondary sources, ensuring a comprehensive understanding of the competitive landscape. Some key sources to consider include:

Primary Research

Conduct surveys, interviews, and focus groups with customers, industry experts, suppliers, and employees to gather firsthand insights. This helps uncover customer preferences, pain points, and emerging trends.

Competitor Websites and Materials

Analyze competitors’ websites, product documentation, marketing materials, and press releases to understand their offerings, messaging, and strategic priorities.

Industry Reports

Access industry reports, market research studies, and whitepapers that provide in-depth insights into market trends, growth projections, and competitive dynamics.

Financial Statements

Study competitors’ financial statements to assess their financial health, revenue growth, profitability, and investment patterns.

News and Media

Monitor news articles, press releases, and media coverage related to competitors, industry developments, and market disruptions.

Social Media and Online Presence

Observe competitors’ social media activities, online reviews, customer feedback, and engagement metrics to gauge brand sentiment and customer interactions.

Trade Shows and Conferences

Attend industry trade shows, conferences, and events to gather intelligence on competitors’ product launches, innovations, and strategies.

Supplier and Distributor Insights

Engage with suppliers, distributors, and partners to gain insights into competitors’ supply chain, distribution networks, and collaborations.

Government and Regulatory Sources

Access government databases, regulatory filings, and patents to gain insights into competitors’ activities, innovations, and compliance.

Analyst Reports

Review reports from industry analysts and market research firms, as they often provide unbiased insights into market trends, competitive positioning, and growth opportunities.

Internal Data and Customer Feedback

Analyze your own customer feedback, sales data, and operational insights to identify areas where you can outperform competitors.

The role of market research in competitive intelligence

customer journey research

Competitive research intelligence analysis techniques

Analyzing competitive intelligence is a critical step in extracting meaningful insights from the gathered information. Effective analysis techniques help transform raw data into actionable strategies that can give your business a competitive edge. Here are some key analysis techniques used in competitive intelligence research:

SWOT Analysis

Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to assess your company’s internal strengths and weaknesses alongside external opportunities and threats posed by competitors. This helps identify areas where you can capitalize on your strengths and mitigate weaknesses.

Competitor Benchmarking

Compare your company’s performance metrics, product features, pricing, and customer satisfaction against those of your competitors. Benchmarking helps identify gaps and opportunities for improvement.

Porter's Five Forces Analysis

Apply Porter’s framework to evaluate the competitive forces in your industry, including the threat of new entrants, bargaining power of suppliers and buyers, threat of substitutes, and industry rivalry.

Market Segmentation Analysis

Segment the market based on different criteria such as demographics, behaviors, needs, and preferences. This analysis helps identify specific target segments where you can differentiate and outperform competitors.

Competitor Positioning Map

Create a visual map that plots competitors based on specific attributes such as price, quality, innovation, and customer service. This map helps identify gaps in the market and opportunities for differentiation.

Scenario Analysis

Develop scenarios that explore potential future market conditions and how competitors might react. This technique helps in anticipating competitive responses and adapting your strategies accordingly.

Trend Analysis

Identify long-term trends and shifts in customer preferences, technology advancements, and regulatory changes that could impact your industry. This helps you stay proactive in your competitive strategies.

Market Share Analysis

Evaluate the market share held by each competitor and your own company. Analyze how market share has changed over time and the factors driving those changes.

Competitive Position Analysis

Assess your company’s competitive position in terms of market share, customer loyalty, product differentiation, and brand recognition. This analysis helps identify areas where you can strengthen your position.

Competitor Threat Analysis

Identify potential threats posed by competitors, such as new product launches, market expansion, pricing changes, or strategic partnerships. Develop strategies to counter or mitigate these threats.

Customer Feedback Analysis

Analyze customer feedback to understand perceptions of your products and services compared to competitors. This analysis provides insights into customer satisfaction and areas for improvement.

Gap Analysis

Compare your company’s offerings with those of competitors to identify gaps in your product or service portfolio. Addressing these gaps can help you meet customer needs more effectively.


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Take it from the world’s leading companies

A huge thank you to NewtonX for delivering on their commitment to excellence and being great partners. Dreamforce 2022 was our best year yet. We heard positive feedback on the quality of research participants and the tailored content has been viewed by millions of people across our industry.

michelle mere
Michelle Mere
Salesforce Senior Director of Customer and Market Insights

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