Competitive Intelligence Research

NewtonX competitive intelligence research on your competitors and industry helps every department make better business decisions. Uncover unique opportunities, avoid oversaturated markets, and be prepared for future challenges.

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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.

140+

industries

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

NewtonX helps industry innovators turn inquiry into impact.

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Case Study

How Tableau utilized a NewtonX brand tracker to sustain innovation

Tableau empowers enterprises to drive change with data. They came to NewtonX to design a brand tracker with input from senior IT and business decision makers to inform product strategy.

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Case Study

How we helped a $25 billion American life science giant measure brand reputation and develop insights to support strategy

We helped our client use a multi-wave tracker to keep up with changes to the healthcare, pharma, and biotech landscapes in the wake of Covid-19.

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Case Study

Helping our client retain market leadership in the ad tech space

We designed a quarterly recurring brand tracker study spanning over 13 countries with 4,000 custom-recruited ad tech professionals.

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What is competitive intelligence research

Gaining A Competitive Advantage

Competitive intelligence research is a systematic process that involves gathering, analyzing, and interpreting information about a company’s industry, competitors, and market trends. It goes beyond merely collecting data; it aims to provide actionable insights that can guide a business’s strategic decisions and help it gain a competitive advantage. This research helps organizations understand their competitive landscape, identify emerging trends, and anticipate competitors’ moves, allowing them to make informed choices that drive growth and success. By examining various sources of information, such as market data, industry reports, competitor profiles, and customer feedback, competitive intelligence research empowers businesses to adapt and thrive in a dynamic marketplace.

What are the goals of competitive intelligence research

Actionable Insights

The primary goals of competitive intelligence research revolve around obtaining actionable insights that inform strategic decision-making and provide a competitive advantage. Businesses engage in competitive intelligence research to understand the competitive landscape thoroughly. This includes identifying key competitors, assessing their strengths and weaknesses, analyzing their strategies, and evaluating market positioning. Another goal is to uncover emerging market trends, technological advancements, and shifting consumer behaviors. By staying attuned to these changes, companies can proactively adapt their strategies to meet evolving market demands.

Moreover, competitive intelligence research aims to reveal untapped market opportunities and gaps, enabling businesses to innovate and address unmet needs. This research assists in identifying potential threats, risks, and challenges that may impact the business. Understanding competitor actions and responses can also help predict market reactions to new initiatives. Additionally, competitive intelligence research contributes to improving product and service offerings, enhancing customer engagement strategies, and refining messaging approaches.

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.

Innovation

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

Real-life Examples

Competitive intelligence research has played a pivotal role in shaping the success of numerous businesses across various industries. By uncovering insights into competitors’ strategies, market trends, and consumer preferences, companies have been able to make informed decisions and gain a competitive edge. Here are a few real-life examples that highlight the impact of competitive intelligence research:

Technology Sector – Apple vs. Samsung:

In the highly competitive smartphone market, Apple and Samsung engage in fierce rivalry. Both companies use competitive intelligence research to stay ahead. For instance, when Apple introduced its iPhone X with facial recognition technology, Samsung used competitive intelligence to develop its own innovative features, such as improved camera capabilities and display enhancements. By monitoring each other’s product launches, pricing strategies, and customer feedback, both companies continually refine their offerings to maintain market leadership.

Retail Industry – Walmart vs. Amazon:

Walmart and Amazon are giants in the retail industry, constantly vying for customers’ attention. Competitive intelligence research has helped Amazon identify the success of Walmart’s physical store expansions. This led Amazon to acquire Whole Foods, entering the brick-and-mortar space and strengthening its position in the grocery sector. Similarly, Walmart has leveraged competitive intelligence to enhance its e-commerce capabilities and optimize its online shopping experience.

Automotive Sector – Tesla vs. Traditional Automakers:

Tesla disrupted the automotive industry with its electric vehicles (EVs) and innovative technologies. Competitive intelligence research has allowed traditional automakers to closely monitor Tesla’s advancements and adapt their strategies. For instance, as Tesla gained popularity in the EV market, other automakers accelerated their own EV production plans. Competitive intelligence helped them analyze Tesla’s battery technology, pricing strategies, and charging infrastructure to better position themselves in the evolving market.

Fast-Food Industry – McDonald’s vs. Burger King:

McDonald’s and Burger King are iconic fast-food chains that engage in intense rivalry. Competitive intelligence research has enabled them to identify trends in customer preferences and adapt their menus accordingly. For instance, when plant-based meat alternatives gained popularity, Burger King launched the “Impossible Whopper” to cater to the growing demand for vegetarian options. McDonald’s responded by testing its own plant-based offerings based on insights gained from competitor intelligence.

Pharmaceutical Sector – Pfizer vs. Moderna:

The pharmaceutical industry witnessed intense competition during the development of COVID-19 vaccines. Competitive intelligence research was instrumental in guiding companies’ vaccine development strategies. For instance, Pfizer and Moderna closely monitored each other’s clinical trial progress and efficacy data. Insights from competitor intelligence informed their decision-making processes, ultimately leading to the successful development and distribution of effective vaccines.

These examples highlight how competitive intelligence research empowers businesses to adapt, innovate, and strategically position themselves within competitive markets. By analyzing competitors’ moves and leveraging valuable insights, companies can make informed decisions that drive growth and success. This proactive approach allows businesses to capitalize on emerging trends, address customer needs, and maintain a competitive advantage.

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

Comprehensive Understanding Of The Market

Market research plays a pivotal role in competitive intelligence by providing valuable insights for informed decision-making and strategic planning. It involves systematically collecting, analyzing, and interpreting data to understand market dynamics, customer preferences, and competitive landscapes. Through market research, businesses can gain a comprehensive understanding of their competitors’ strengths, weaknesses, strategies, and market positioning. This analysis extends to competitors’ products, pricing strategies, distribution channels, and customer reviews, identifying opportunities for differentiation and innovation. Market research also uncovers emerging trends, changing customer behaviors, and evolving preferences, enabling companies to adapt their strategies to meet market demands and gain a competitive edge.

Furthermore, market research delves into customer insights through techniques like surveys, focus groups, and online sentiment analysis. These methods offer valuable insights into customer opinions, pain points, and satisfaction levels. Such insights guide product development, messaging strategies, and customer engagement efforts. This research contributes to SWOT (Strengths, Weaknesses, Opportunities, Threats) analyses, providing a holistic view of internal strengths and weaknesses alongside external opportunities and threats. This comprehensive understanding empowers businesses to devise informed strategies, capitalize on advantages, and mitigate challenges effectively.

Market research also identifies unmet needs and gaps in the market, enabling the development of innovative products or services. Tracking shifts in the competitive landscape, such as new entrants, market exits, mergers, and acquisitions, allows companies to adapt strategies proactively. Additionally, market research assesses brand perception, aiding in brand differentiation and effective messaging. By understanding pricing dynamics and value propositions, businesses can develop competitive pricing strategies that resonate with customers.

Market research’s contribution extends to scenario planning, allowing companies to anticipate potential challenges and develop contingency plans. By incorporating robust market research into competitive intelligence, businesses equip themselves with data-driven insights. These insights foster informed choices, uncover opportunities, and navigate challenges adeptly. Harnessing market research’s benefits empowers companies to adapt to dynamic market conditions and maintain a strong competitive position, thereby enhancing their overall success.

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.