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The Product team’s guide to market
and competitive intelligence.

1. Introduction

What is it, and why is it important?

Welcome! We’re excited that you are here!

If you already have a strong understanding of competitive intelligence and market intelligence within the context of product teams, you can skip to Chapter 2. We’d still recommend skimming through the best practices and summary information in this introduction.

What is competitive and market intelligence?

Competitive intelligence is the information and analysis gathered on products, customers, competitors, and other aspects of the business environment needed to support the strategy of an organization.

Market intelligence is information gathered to accurately determine market opportunity, market penetration, and market development metrics.

These two types of intelligence can not be separated in today’s high-speed and adapting landscape. By combining the efforts to understand the market AND the players within that market, you can strategize, build, and position your product as the market innovator.