Competitive Intelligence: Giving brands the edge in a global marketplace

Competitive intelligence research provides you with a full and robust picture of your competitive landscape and the key players within in. It will help you benchmark your performance against that of your competitors, capitalise on opportunities in the market and defend against threats.

Competitive intelligence can help give brands the edge in a global marketplace, empowering businesses to overcome industry challenges quickly and effectively, and enabling them to realise their potential and achieve their vision.

 

Our approach: Competitive brand map

Competitive Intelligence

  • Brand correspondence maps – or brand maps – entail analysis of the relationship between brands and their association with various product and service attributes.

  • From brand maps we can outline defining positions of brands, learn which brands are undifferentiated in their position, outline unclaimed attributes in the market and uncover similarly performing brands.

  • Brand mapping enables us to graphically show the different values attached to a range of competing brands.

 

Case study: Assessing the potential threat levels posed by alternative solutions in the steam management market

Our client, a manufacturer of pumps, steam management systems and associated fluid path technologies, needed to evaluate the prospects and demand for steam management systems in certain core process industries as part of their future business planning, with a special focus on potential competitive threats.

The client’s strong position in the market could be under threat if there is a considerable move to the use of alternative solutions to the conventional steam and condensate loop. Although steam had several key advantages and had been used for many years, there were several alternative solutions that could be used within the client’s target markets and present a potential threat.

Aside from the competitive threats, the client required market insight in the short-term to better equip sales teams with arguments to further promote the benefits of steam technologies, and to be armed with counter-arguments when competitive process approaches are being considered. To this end, the client required a detailed and independent view on how its core markets were evolving in their use of steam solutions. The overall aim of the research was to develop a better understanding of the changes in the need for steam and the progression of alternatives to steam including predicted future trends within our key target industries.

 
 

Activation services: Helping you get the most out of your research investment

 
Horizon Scanning
Daily scanning of over 15k future-orientated professional news and expert sources with our AI-driven horizon scanning tool.
 
Market Prediction Tools / Simulators
Build powerful "what if" simulators that allow your business to understand potential outcomes and make smarter decisions.
 
Social Media Monitoring
Actively listening to your target audience across multiple channels to identify what they want, how they behave and what they think of you.
 
Workshops / Action Planning
Internal action workshops with every stakeholder to understand the research findings, prioritise next steps and drive action.
 

B2B Insights and Viewpoints: What we’ve learned from doing Competitive Intelligence Research

Get in touch to find out how you can benefit from Competitive Intelligence Studies