Insights / Analysis
Market Research vs Strategic Intelligence
Market description is not the same as evidence organized for a consequential decision.
The central idea
Market description is not the same as evidence organized for a consequential decision.
Why it matters
Market research describes a landscape. Strategic intelligence selects and organizes the parts of that landscape that alter a consequential choice for a named decision-maker.
Put it into practice
Translate every research finding into an implication, an owner and a decision that may change.
A question for leaders
What would change in the organization if the principle behind “Market Research vs Strategic Intelligence” became part of its normal operating system rather than a one-time exercise?