SIG focuses on many key market intelligence elements separately in such categories as (see following pages):
§ Competitor Intelligence
§ Brand Intelligence
§ Customer Intelligence
However, certain overall elements are also critical in many situations, including:
Market extension strategies to reveal the relationship between customer groups and new products or services, defining most profitable use of resources.
Best/worst practices analysis and benchmarking to define practices of competitors that may be good to adopt and good to avoid, and to understand industry-wide standards and how your company measures up.
Trend forecasting to reveal direct and lateral influencers and project emerging elements, products, outcomes, and directions.
Profitability/ROI projections to define likely productivity of various potential product, marketing, and advertising specialties based on differential target group data.
Scenario options utilizing strategic alternative analysis, war-gaming, and relational analysis to determine the best responses to potential market events and business environment developments.